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
Developing Customer Intelligence for Sales Enablement
Keeping up with prospective customer challenges and needs has become both easier and more difficult at the same time. The mining of information online today,
Going Beyond Thought Leadership to Commercial Insight
As B2B marketers, we know that truly connecting with prospects in a meaningful way requires connecting with them on an emotional level. Content based marketing
Discovering Your Prospects Undiscovered Needs
A recent Marketing Profs post* provides a new perspective on an old problem: communicating differentiated value through “unconsidered needs.” In this post, we’re going to
5 Ways to Engage and Win New Prospects
The volume of information available to buyers via the Internet is increasing exponentially. To gain visibility for their products and services marketers must produce ever
6 Steps to Marketing and Sales Alignment
A recent McKinsey* article touted the coming age of “on demand” marketing, and while it focused on the B2C market, the evolution of digital technology
Improve Sales and Marketing Efficiency: Find the Right Decision Maker
When attempting to sell a technology solution to a targeted account it’s clearly imperative to know who has responsibility for the system, process or application
6 Ideas for Creating Compelling Content
Our recent survey of senior marketing executives asked what their greatest challenge was in developing compelling content. Predictably, two reasons stood out: time and budget
Using Social Media to Accelerate Sales
As part of our latest B2B survey of senior enterprise marketers, we asked, “How has social media changed the buyer’s journey?” Overwhelmingly (65%), respondents answered
When Online Content May Not Facilitate the Sales Process
nA recent SimplyDIRECT-sponsored survey of senior enterprise marketers from major technology companies themed Facilitating the Sales Process asked, “To what extent do you feel online
Most Effective Ways for Marketing to Impact Sales Enablement
Our latest survey of senior B2B marketers reveals that lead generation is still high on their list of priorities. However, of more importance is gaining
B2B Marketing Strategy: Vertical is Vital Now
Today’s cloud solutions and the related customer needs are changing the service mix, affecting how such services are being sold and, who they’re being sold