Personas play a crucial role in creating targeted content
Personas play a crucial role in creating targeted content At some point you have probably created a buyer persona – a description or definition of
Are you reliant on hair-on-fire marketing?
Are you reliant on hair-on-fire marketing? If your efforts to gain the attention of prospects relies on over-the-top attention-grabbers, shock graphics or in-your-face claims and
Blind faith in social media marketing?
Blind faith in social media marketing? It seems as though everybody in marketing intuitively knows that social media is where it’s at if you want
Realigning sales funnel assumptions
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
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
Top 10 Mistakes That Doom Lead Generation Efforts
Your digital assets aren’t generating worthwhile inquiries and purchased lists aren’t proving their value. What’s going on? Let’s review some common problems. I’ve fashioned this
Marketing and Selling IT Security Solutions
Top 4 survey findings on the marketing and selling of IT Security solutions A recent survey of IT security professionals undertaken by Gatepoint Research investigated
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,
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,
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
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
6 Technology Marketing Steps to Increase Target Account Engagement and Sales
In his recent Forbes article You’re Doing It Wrong: Demand Generation, Patrick Spenner* lays out a strong argument to suggest that marketers who focus on individual
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
B2B Content Marketing: Making the Most of Your Blockbuster Content
A successful B2B content marketing strategy isn’t just about generating great content – although that’s key. It’s also about deploying focused and targeted content in
11 Steps to Building a Digital Marketing Strategy
In previous posts I’ve discussed the pressing need for marketers to adopt a comprehensive digital strategy. This post provides a tried and tested set of
Most Effective Ways for Marketing to Impact Sales Enablement
Our latest survey of senior B2B marketers reveals that lead generation is still high on their list of priorities. However, of more importance is gaining
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