Developing Commercial Insight for Buyers of Integrated Systems

Technology has shifted from a business enabler to an integral component of business operations. As a result, a majority share of the technology budget has moved to business buyers (functional and Lines of Business (LOB) heads). These business buyers look…
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Insight Selling’s most overlooked question: Why now?

The CEB’s research on buyer behavior in the digital age has led them to form a new maxim:  “Given the choice, customers will generally engage a supplier as late as they possibly can.” [i]   While there are several reasons…
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Leveraging Surveys to Gain Commercial Insight

What are commercial insights? The internet today is awash with mediocre content, creating a significant challenge for B2B marketers – to rise above this noise. Best practices now call for marketers to craft uniquely insightful, relevant, and valuable content that…
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Aligning Marketing and Sales for Better Quality Leads

The logic of alignment A critical component to any organization’s success is its ability to continuously equip its client-facing team members with the capabilities, opportunities, and knowledge necessary to engage buyers in the right conversations at the right time.  We…
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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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Why Commercial Insight Trumps Thought Leadership

Marketers and sales teams recognize how profoundly times have changed in this age of digital, mobile, and cloud.  This holds especially true for providers of complex tech solutions, where the industry is shifting from traditionally licensed software packages, to selling…
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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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