Vertical B2B: The challenge and advantages of marketing deep and narrow

“Strategy 101 is about choices: You can’t be all things to all people.” – Michael Porter Today’s software-as-a-service (SaaS) offerings enable companies to address the particular needs of highly-targeted customer segments with cost-effective, tailored solutions.  To deliver on superior value,…
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Improve Target List Accuracy and Email Success

Crafting a robust list or database requires a combination of clarity of purpose, finesse, and a healthy dose of elbow grease – verifying and validating lists can be tedious, hard work, but a well-built database can prove invaluable.  In fact,…
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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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