If you build it, why won’t they come?

If you build it, why won’t they come? Your digital assets aren’t generating worthwhile inquiries and purchased lists aren’t proving their value. What’s going on? Lets review some common problems. In honor of David Letterman’s recent retirement, I’ve fashioned this…
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Are You Cultivating Lookalike Targets

Are You Cultivating Lookalike Targets You may be sitting on a finely tuned, high value prospect database that with care and attention delivers on marketing goals time and again. But rather than rest on your laurels, you could be maximizing…
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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…
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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 and efficiently.   Key factors affecting marketing approaches, especially for the sales of complex solutions,…
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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 infinitely more complex. Consider the more sophisticated B2B purchases, for example. The purchase process has…
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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 that social media has accelerated the sales cycle – see chart below.   How has…
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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 content facilitates the sales process?” The following chart indicates their combined response. You may be…
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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…
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3 More B2B Marketing Steps To Improve Sales Enablement

One of the most ubiquitous challenges in today’s business context, crossing departments and industries alike, is the lack of both time and resources – organizations across the board have “gone lean.”  Budgets are tight, staff is scarce, but organizational goals…
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Improving Lead Follow-up and Conversion

If your company is like most, chances are it expends significant resources on lead generation and you need to ensure that you are maximizing the value of this effort with great lead follow-up.  If you don’t, these leads likely amount…
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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…
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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…
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Creating a Digital B2B Sales Process

Lisa Vitale Sales Process ExpertHere’s a sobering thought for B2B sales people and their marketing counterparts: “…today’s buyers might be anywhere from 60% to 90% of the way through their journey before they reach out to the vendor*.” The Internet…
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