In a Forbes article, You’re Doing It Wrong: Demand Generation*, Patrick Spenner argues that demand generation marketing focusing on individual decision-maker personas may do more harm
Savvy business owners know that effective business planning is essential for success. Any business plan should include a robust marketing strategy with its own set
Your customers are busy and have limited attention spans. So, with everything going on right now with the post-pandemic economy, changing administrations, rapidly-evolving technologies, etc.,
When marketing campaigns fail and the post-mortem is conducted, companies tend to point to the message, timing, or execution ⎯ everything but what is at
If your company is like most, chances are it expends significant resources on B2B lead generation, and you need to ensure that you are maximizing
Using Customer-Related Content Involving customers in marketing has always been a successful tactic for businesses, particularly those who are B2B. Your prospects want to hear
Case Study: How Genwi gained market traction with prospect surveys The market for marketing technology is hot, expected to generate $32 billion in 2016 for
Realigning sales funnel assumptions Is it time to discard the traditional sales funnel? A newly published Harvard Business Review article, “What Salespeople Need to Know
Forget about customer relationship management; these days it’s all about the customer experience, some say. No, forget about experience, it’s all about customer engagement, others
Research from Forrester last year reveals that B2B buyers are frustrated by what they perceive from vendors as an utter lack of understanding regarding their
Simon Sinek’s hugely popular TED Talk, How great leaders inspire action (over 21 million views to date), has considerable implications for marketers who want to
One thing becomes clear when reading across the multitude of prognostications for 2015 marketing trends: 2015 is set to be the year of ‘humanized’ marketing.
Faced with too much information and too many choices, customers and prospects can be easily overwhelmed, even to the point of decision paralysis. The job
Here’s the logic: customer engagement is predicated on establishing connections, which in turn are predicated on effective communication, and effective communication begins with listening. As the
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,
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,
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
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
