Personal Engagement Maximizes B2B Lead Campaign Impact
In our zeal to maximize the advantages of the latest marketing technologies, we sometimes do so at the expense of the human element. It’s people,
Using Psychographics with Role-based Targeting
Recent research by CEB and Google (“From Promotion to Emotion,” October 2013*) on the role emotion plays in the B2B marketing process has returned some
Content Marketing, the Hard-sell and the Soft-sell – Hitting the Right Balance
A recent Forbes article* examines the current hot trend of content marketing in light of historic shifts between hard- and soft-sell cycles. The articles notes
Using Customer Insight to Drive C-Suite Leads
Customer insights are vital for creating differentiated and focused messaging that resonates uniquely with your target audience in today’s crowded marketing channels. All too often,
Improving the Quality of B2B Lead Generation
The largest hurdle to improving the quality of the lead-gen process is ensuring marketing and sales are on the same page. Traditionally, these two entities
Reduce Customer Acquisition Costs and Win More Deals
The shift in buyer behavior resulting from the ubiquitous availability of digital information requires continuous adaption of B2B marketing strategies to keep them working effectively
Develop Commercial Insights That Challenge Buyers’ Thinking
What are commercial insights? Today’s B2B buyers, empowered by a 24/7 information-rich digital medium, have upended the traditional sales and marketing model for success. With
B2B Content Marketing: Marketing to Business Buyers Vs. IT
The advent of cloud-based services and solutions, in particular software-as-a-service (SaaS) and platform-as-a-service (PaaS), are heralding a new age of technology purchasing. The shift from capital
Why Commercial Insight Trumps Thought Leadership
Marketers and sales teams recognize how profoundly times have changed in this age of digital, mobile, and cloud. This holds especially true for providers of
Best Ways to Generate Sales Qualified B2B Leads
We often find that our customers have been previously disappointed by companies selling contact lists or appointment-setting services that simply don’t deliver the goods. Generally
B2B Content Marketing: 6 Guidelines on Satisfying Brand Expectations
A recent McKinsey article* discusses new research indicating that a significant disconnects exists between brand messaging and what customers value most. Global B2B enterprise
B2B Content Marketing: Reduce the Burden of Your Buyer’s Journey
While communicating with a wide audience is easier than ever before, somewhat paradoxically, actually connecting with them in meaningful ways is becoming ever more difficult
B2B Content Marketing: Making the Most of Your Blockbuster Content
A successful B2B content marketing strategy isn’t just about generating great content – although that’s key. It’s also about deploying focused and targeted content in
11 Steps to Building a Digital Marketing Strategy
In previous posts I’ve discussed the pressing need for marketers to adopt a comprehensive digital strategy. This post provides a tried and tested set of
4 Rules for Better B2B Content Marketing
The Internet has revolutionized much of life as we know it. Sharing information and engaging in critical conversations has become more direct, immediate, and yet
Maximizing the ROI of Your Lead Generation Efforts
As year-end approaches, it’s time for B2B marketers to take stock of your lead gen efforts. Fortunately, early signs point towards a growing confidence among
How Marketers Can Foster Customer Engagement
A recent Korn/Ferry survey* of senior marketers found that, overwhelmingly, customer engagement is their top concern. Given the changes in buyer behavior brought on by
For B2B Marketers WOM Trust Trumps All
Consider this: you’re a B2B buyer in need of a complex technology solution. Your inbox has several emailed offers from various vendors, only some of