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 a significant disconnect between brand messages and actual customer needs. There, was also a “surprising…
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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 saw the term’s first appearance on Google Trends due to its uptick in global searches…
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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…
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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, we adopt a seemingly rational content approach, only to wonder where the logic failed when…
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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 have been wholly separate organizations, seemingly working towards the same goal.  However, in reality the…
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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…
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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 steps on precisely how to do that.  To quickly recap, the challenges marketers now face…
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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 his bathroom renovation, and instantly there are 31 “likes.”  Huh? What are they liking?  Why…
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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 employs just this strategy by creating messaging which resonates, identifying timely and relevant issues that…
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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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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 tighter alignment between sales and marketing. As buyers increasingly turn to the internet to find…
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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 to. Before software-as-a service (Saas) and cloud computing started to have a major impact, most…
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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.  Adding to the complexity of the challenge is the need to break through the barrage…
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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; no room to think,” was the “most disturbing trend they had noticed in the last…
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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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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. …
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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…
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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…
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