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 your marketing audience. But, are you among those who feel that creating a “persona” is…
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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 warnings, you may risk losing credibility with your audience. That’s what we refer to as…
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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 to be on the leading edge of the digital economy. But as an AdAge analysis…
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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 About the New B2B Landscape,[i]” by Harvard lecturer Frank V. Cespedes and Gartner research VP…
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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…
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If you build it, why won’t they come?

If you build it, why won’t they come? Your digital assets aren’t generating worthwhile inquiries and purchased lists aren’t proving their value. What’s going on? Lets review some common problems. In honor of David Letterman’s recent retirement, I’ve fashioned this…
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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 key characteristics and requirements of IT security solution buyers. The corresponding Market Brief is designed…
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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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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…
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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…
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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,…
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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 decision-maker personas may be doing more harm than good. The crux of Spenner’s argument rests…
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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 amidst the growing morass of online content.  Unfortunately, quantity of information in no way equates…
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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 a comprehensive and deliberate manner where your audience can find it when they need it. …
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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 steps on precisely how to do that.  To quickly recap, the challenges marketers now face…
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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 tighter alignment between sales and marketing. As buyers increasingly turn to the internet to find…
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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 before they consider calling in their chosen vendor’s sales reps. Commenting on this in the…
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