How to Create the Content Buyers Want to Read
Don’t be a lemming. Last fall McKinsey published an article entitled, “How B2B companies talk past their customers.” The piece focused on new research indicating
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 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
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
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
The Future of Marketing is About Trust
Admittedly, I don’t get a lot of the new world of communication. I notice my brother putting a post on Facebook about the status of
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
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
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.
Most Disturbing Trend for Marketing Decision-Makers
Our recent survey of 150 senior enterprise marketers from major technology companies offers some interesting insights. Respondents overwhelmingly felt that, “people doing too many tasks;
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
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
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%
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