Empower sales without burning them out!

Empower sales without burning them out! Wow, is there ever enough time in any marketer’s day to get everything done? Everybody is going to have moments when the requirements of the job seem overwhelming. But if that’s how it feels…
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Enticing B2B Tech Buyers By Respecting Their Time and Process

Gartner’s recent survey[i] of Tech buyers asked them about their willingness to share contact details with vendors via landing pages and the like. Survey results were clear: frustrated buyers want vendors to “respect their process,” by not being sold to…
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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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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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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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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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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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Improve Sales and Marketing Efficiency: Find the Right Decision Maker

When attempting to sell a technology solution to a targeted account it’s clearly imperative to know who has responsibility for the system, process or application that you are trying to support or replace. Spending sales time to investigate the right…
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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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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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Event Planning to Attract the Right Audience

Lisa Vitale Marketing Maven A recent study found that events are the most effective marketing method for generating demand. But have you ever had to deal with the challenges of putting together a successful event? The biggest problem: how do…
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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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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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