Align Once, Measure Twice: Success Metrics for Marketing and Sales Teams
Sometimes I say to myself, “Our work is never done, and that is half the fun!” Those of us in marketing or sales roles must
Improving Lead Follow-up and Conversion
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
How to Engage Senior IT Decision Makers
We’ve heard this a million times when doing advanced lead generation campaigns: appeal to human instincts. Don’t think of your prospects as monolithic automatons. So even when trying
What Makes Infographics Compelling
What Makes Infographics Compelling In today’s world, most of the people we want to deliver our messages to are overwhelmed by content and often using
B2B Marketing: 3 Must-Haves for Sales Enablement Success
Getting to the point where our marketing teams can empower the sales conversation with uniquely insightful content and perspectives first requires building a buyer context
Sales Enablement’s Best of the Web: Resources for sales enablement strategies
While the definition of ‘sales enablement’ is in a state of flux as the concept continues to evolve, IDC’s definition cuts directly to the core
Inciting Buying Decisions: Creating a Change Imperative Story
Situation: Your marketing/content team has developed an intriguing message which resonates with your B2B audience as insightful, differentiated, and relevant. You’ve produced content to nurture
Insight Selling: Changing Mindsets
“We don’t see things as they are, we see things as we are.” – Anais Nin We each see the world through the lenses ground
4 Content Challenges for B2B Digital Marketing and How to Best Them
With unprecedented expediency, the internet has enhanced our ability to communicate, while altering how we find and consume that information. This ease of communication has
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
Insight Selling: Make Me Care
“Make me care.” It’s the greatest story commandment and the ultimate goal of all B2B content creators. Yet, for all of our best efforts to
The Technology Buying Process Evolution
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
The Power of Role-based B2B Marketing
Not all lists are created equal, but focusing on roles vs. titles gives marketers of complex solutions a great advantage over their competition. Generally identifying
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
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
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
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