In Marketing We Trust?

In Marketing We Trust? It’s the job of the sales rep to close the deal, but that’s a whole lot easier if the marketing team is able to foster a trust relationship between the prospect and the company. We live…
Read More

Analytics investments need a little analysis

Analytics investments need a little analysis Raise your hand if you haven’t felt any pressure regarding marketing analytics. With so much money being invested in digital marketing tools and techniques, there’s growing pressure from the top to justify those investments…
Read More

How prospect surveys aided Apperian in refining target market

How prospect surveys aided Apperian in refining target market Gaining a deeper understanding of customer characteristics is critical in order to effectively drive future marketing campaigns. Many marketing programs today are focused on content development, but if marketing professionals aren’t…
Read More

Do You Know Where That Data Has Been?

Do You Know Where That Data Has Been? Even though marketers collect copious amounts of first-party data, most find they need more in order to optimize their digital marketing strategies. In fact, in a recent survey 6 out of 10…
Read More

Will digital content lose the human touch?

Will digital content lose the human touch? The forces of automation and the non-stop demand for more and more content may be leading us in a direction where the robot writers take over. That would be a sad day for…
Read More

Channel Flipping

Channel flipping Choosing marketing channels is increasingly like clicking the cable TV remote in hopes you’ll land on the best offering amongst a proliferation of choices. The number of choices is only going to grow as buyers increasingly rely on…
Read More

3 Secrets to Maximizing the Prospect Survey Process (Part 2)

This two-part series is focused on how to best leverage the power that a thoughtfully-designed survey has to communicate with a target audience. To recap, the purpose of a prospect survey (survey-based lead generation) – as distinguished from a market/industry…
Read More

3 Secrets to Maximizing the Prospect Survey Process (Part 1)

Here at SimplyDIRECT we appreciate the power that a thoughtfully-designed survey has to communicate with a target audience. The purpose of a prospect survey (survey-based lead generation) – as distinguished from a market/industry survey – is two-fold: to reach, engage,…
Read More

The Sony Pictures Cyberattack and What It Says to IT Security Marketers

  One of the most visible and highest-risk issues organizations face today is that of IT security– a point dramatically underscored recently by the Sony Pictures data breach.   Organizations are faced with addressing a heady mix of needs and challenges….
Read More

The sweet spot of combined inbound/outbound marketing

The internet has fundamentally changed how buyers buy and, subsequently, how marketers market. Today’s buyers are firmly in charge of their own buying journey, completing between 60% and 90% of their process before reaching out to their already honed, short…
Read More

Many birds, one stone: Leveraging the power of B2B market surveys

At SimplyDIRECT we love efficiency, but only when it’s paired with, effectiveness. Consequently, we’re all about creating a B2B marketing process that returns value in multiple ways. Today’s post shares our 4 secrets about how a prospect survey can be…
Read More

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…
Read More

Beyond Cold Calling – Warm Calls with Intelligence

The game has changed – with the advent of Big Data, the cloud, and all of the information-rich capabilities these have created; buyers today expect more sophistication from B2B marketing and sales.  Specifically, buyers expect vendors to understand their business…
Read More

The Technology Buying Process Evolution Continues

The accelerating rate of technological change in today’s digital context has transformed the B2B technology buying process, while creating unique challenges for marketers of complex solutions. Below we consider the most salient aspects of the different buying-process components.   Buyer…
Read More

Incorporating the “Human Element” Into Your B2B Marketing & Sales Enablement

“The ‘Human Element’ can sometimes be lost in our zeal to maximize the advantages of the latest technologies. In the end it’s people that we need to make connections to.” I recently began a discussion* in a LinkedIn group with…
Read More

Using Survey Responses to Drive Customer Engagement

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 influential psychologist Carl Rogers famously said, inability to communicate is a result of a failure…
Read More

Using Psychographics with Role-based Targeting

Recent research by CEB and Google (“From Promotion to Emotion,” October 2013*) on the role emotion plays in the B2B marketing process has returned some surprising and insightful results.  Counter to conventional B2B marketing wisdom, where branding and the communication…
Read More

Using Customer Insight to Drive C-Suite Leads

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, we adopt a seemingly rational content approach, only to wonder where the logic failed when…
Read More

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…
Read More

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,…
Read More