SimplyDIRECT Cited as a Top ABM Resource

SimplyDIRECT Cited as a Top ABM Resource It’s always nice to be recognized for doing your job, particularly when you weren’t seeking any particular accolade. So it was a pleasure to hear from Docurated that they have included SimplyDIRECT in…
Read More

Quick-Start Guide to Account Based Marketing – the What, Why, & How

What? Account Based Marketing (ABM) is a highly-targeted approach that focuses on strategically selected accounts as markets-of-one. Simply put, ABM focuses on those key accounts most likely to generate revenue and meet strategic goals.   Why? Many companies have a…
Read More

IT Security Buyers Defined

We wondered about the key characteristics and requirements of IT security solution buyers – what they’re thinking and what’s driving their behaviors – so we conducted a survey with Gatepoint Research.  While the survey touched on a number of pressing…
Read More

Beyond Cold Calling – Warm Calls with Intelligence

The game has changed – with the advent of Big Data, the cloud, and all of the information-rich capabilities these have created; buyers today expect more sophistication from B2B marketing and sales.  Specifically, buyers expect vendors to understand their business…
Read More

Vertical B2B: The challenge and advantages of marketing deep and narrow

“Strategy 101 is about choices: You can’t be all things to all people.” – Michael Porter Today’s software-as-a-service (SaaS) offerings enable companies to address the particular needs of highly-targeted customer segments with cost-effective, tailored solutions.  To deliver on superior value,…
Read More

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 influential psychologist Carl Rogers famously said, inability to communicate is a result of a failure…
Read More

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, with all of their definition-defying emotions, personalities, and quirks that we need to make connections…
Read More

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 surprising and insightful results.  Counter to conventional B2B marketing wisdom, where branding and the communication…
Read More

6 Technology Marketing Steps to Increase Target Account Engagement and Sales

In his recent Forbes article You’re Doing It Wrong: Demand Generation, Patrick Spenner* lays out a strong argument to suggest that marketers who focus on individual decision-maker personas may be doing more harm than good. The crux of Spenner’s argument rests…
Read More

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 that you are trying to support or replace. Spending sales time to investigate the right…
Read More

Insight Selling is the New Solutions Selling

According to the latest B2B customer purchase decision-making survey by the CEB*, the average customer is already 57% of the way through their purchase process before they consider calling in their chosen vendor’s sales reps. Commenting on this in the…
Read More

Improve Target List Accuracy and Email Success

Crafting a robust list or database requires a combination of clarity of purpose, finesse, and a healthy dose of elbow grease – verifying and validating lists can be tedious, hard work, but a well-built database can prove invaluable.  In fact,…
Read More

B2B Marketing Content: Creating Thought Leadership

The faster the rate of change, the more buyers will continue to value thought leadership as a means to understand the possibilities that technology might create for their companies. It also helps in avoiding poor or limiting purchase decisions.  Yet…
Read More

Better Contact Profiles Drive Sales Pipeline

Selling complex solutions typically requires that account managers engage with a whole range of influencers in addition to the key decision makers. This can be challenging enough, but when the influencers and decision makers on your target account list are…
Read More

Doing More with Appointment Making Services

Lisa Vitale Appointment MakingAppointment-making third-party services – while an attractive proposition – may be losing their luster for the B2B market, at least for companies selling more complex solutions. At first glance, outsourcing your B2B appointment making seems a perfect…
Read More

3 Key Benefits of Psychographic Segmentation

Lisa Vitale on Benefits of Psychographic Segmentation. While there are many ways to segment your target audience, B2C marketers are successfully using psychographic segmentation as a competitive advantage – but is there any value in this technique for the B2B…
Read More

Step 2 – Update the Sales Process

The first of this two part series, Step 1 – Define Your Prospects Better,  focused on defining the B2B decision maker. This post will focus on evolving your sales process to better align with buyer behavior in today’s digital world. …
Read More

Step 1 – Define Your Prospects Better

The first challenge you face when marketing more complex solutions is to define exactly who is the prospect. If your solution doesn’t fall neatly within the responsibility of a specific job title then you need to investigate who has responsibility…
Read More

Creating Key Account Thought Leadership

According to Jeff Ernst of Forrester Research, addressing “the B2B buying process isn’t about selling a product or service – it’s about demonstrating your ability to solve a customer’s problems1.”  Let’s face it, we are all in the business of…
Read More

Twitter Polls Vs. Surveys: What to Use When

Twitter’s new partnership with Nielsen to provide Twitter Surveys – a service which will allow Twitter clients to tweet mini-polls, giving recipients the ability to respond within the tweet itself – begs the question where the value lies for B2B…
Read More