The Technology Buying Process Evolution
The accelerating rate of technological change in today’s digital context has transformed the B2B technology buying process, while creating unique challenges for marketers of complex
Aligning Marketing and Sales for Better Quality Leads
The logic of alignment A critical component to any organization’s success is its ability to continuously equip its client-facing team members with the capabilities, opportunities,
The Power of Role-based B2B Marketing
Not all lists are created equal, but focusing on roles vs. titles gives marketers of complex solutions a great advantage over their competition. Generally identifying
Incorporating the “Human Element” Into Your B2B Marketing & Sales Enablement
“The ‘Human Element’ can sometimes be lost in our zeal to maximize the advantages of the latest technologies. In the end it’s people that we
This Year’s Top 6 B2B Marketing Predictions– Are You on Track?
Now that everyone in the blogosphere has had a chance to chime in on what the biggest B2B marketing trends and recommendations are for 2014,
Using Survey Responses to Drive Customer Engagement
Here’s the logic: customer engagement is predicated on establishing connections, which in turn are predicated on effective communication, and effective communication begins with listening. As the
Trends Driving Account-based Marketing
This past year has seen a considerable increase in the trend towards account-based marketing (ABM). As a recent blog post by Sirius Decisions* notes, 2013
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