Using Storytelling to Engage and Connect with Customers
How many times have you been contacted by a salesperson with a pitch that was robotically delivered without a focus on your business and what
Online Lead Generation: Not All Leads are Created Equal
Online lead generation can be a complex endeavor that consumes your entire sales and marketing force. After all, generating business starts with generating leads and,
What’s a lead worth to you?
What’s a lead worth to you? Cost-per-lead (CPL) is a time-honored metric for evaluating generation of sales prospects. But it doesn’t measure the value of
Enticing B2B Buyers – Starting with Simon Sinek’s “Why”
Simon Sinek’s hugely popular TED Talk, How great leaders inspire action (over 21 million views to date), has considerable implications for marketers who want to
One of 11 Marketing Trends for 2015: CMO as Chief Simplification Officer
With the possibilities enabled by technology, today’s world is inherently more complex than even a few decades ago. In this digital business context, organizations are
Insight Selling’s most overlooked question: Why now?
The CEB’s research on buyer behavior in the digital age has led them to form a new maxim: “Given the choice, customers will generally engage
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 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
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
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
How to Make Your Campaign Message More Personalized
As buyers increasingly engage in self-guided online buyer’s journeys, marketers must find ways to engage with prospects via websites, blog posts and other social media.