Targeting the Right Market: Who Are The Decision-Makers?
Just who is making the purchasing decisions these days may surprise you. If your business is focusing on grabbing the attention of the CEO and
Develop Commercial Insights That Challenge Buyers’ Thinking
What are commercial insights? Today’s B2B buyers, empowered by a 24/7 information-rich digital medium, have upended the traditional sales and marketing model for success. With
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
Why Commercial Insight Trumps Thought Leadership
Marketers and sales teams recognize how profoundly times have changed in this age of digital, mobile, and cloud. This holds especially true for providers of
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
4 Rules for Better B2B Content Marketing
The Internet has revolutionized much of life as we know it. Sharing information and engaging in critical conversations has become more direct, immediate, and yet
For B2B Marketers WOM Trust Trumps All
Consider this: you’re a B2B buyer in need of a complex technology solution. Your inbox has several emailed offers from various vendors, only some of
Going Beyond Thought Leadership to Commercial Insight
As B2B marketers, we know that truly connecting with prospects in a meaningful way requires connecting with them on an emotional level. Content based marketing
B2B Marketing Strategy: Vertical is Vital Now
Today’s cloud solutions and the related customer needs are changing the service mix, affecting how such services are being sold and, who they’re being sold
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
How to Make Your Campaign Message More Personalized
As buyers increasingly engage in self-guided online buyer’s journeys, marketers must find ways to engage with prospects via websites, blog posts and other social media.
5 Steps to Creating Dynamic Content
The old adage “change is the only constant” seems to become ever more accurate as time goes on. Meaning that the pace of change is
Most Disturbing Trend for Marketing Decision-Makers
Our recent survey of 150 senior enterprise marketers from major technology companies offers some interesting insights. Respondents overwhelmingly felt that, “people doing too many tasks;
B2B Marketing Content: Creating Thought Leadership
The faster the rate of change, the more buyers will continue to value thought leadership as a means to understand the possibilities that technology might
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