IT Marketers: Help buyers focus on the Big Picture of their Big Data

Gatepoint Research has published a new brief for marketers of big data solutions, based on insights from aggregated survey results of target buyers. The findings are clear; big data’s time is now. But the challenges are complex. McKinsey has written…
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Marketing and Selling IT Security Solutions

Top 4 survey findings on the marketing and selling of IT Security solutions A recent survey of IT security professionals undertaken by Gatepoint Research investigated key characteristics and requirements of IT security solution buyers. The corresponding Market Brief is designed…
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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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Develop Commercial Insights That Challenge Buyers’ Thinking

What are commercial insights? Today’s B2B buyers, empowered by a 24/7 information-rich digital medium, have upended the traditional sales and marketing model for success.  With this dramatic shift in buyer behavior, you have to make a correspondingly radical shift in…
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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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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 amidst the growing morass of online content.  Unfortunately, quantity of information in no way equates…
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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 a comprehensive and deliberate manner where your audience can find it when they need it. …
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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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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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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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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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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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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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