Don’t overshoot your target

Don’t overshoot your target 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 top managers, you may be missing the workers you most need…
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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 this dramatic shift in buyer behavior, you have to make a correspondingly radical shift in…
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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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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 complex tech solutions, where the industry is shifting from traditionally licensed software packages, to selling…
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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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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 infinitely more complex. Consider the more sophisticated B2B purchases, for example. The purchase process has…
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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 which you’ve scanned over with a healthy dose of scepticism regarding their product or service…
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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 employs just this strategy by creating messaging which resonates, identifying timely and relevant issues that…
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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 to. Before software-as-a service (Saas) and cloud computing started to have a major impact, most…
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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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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.  Adding to the complexity of the challenge is the need to break through the barrage…
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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 accelerating. Try to think of a business sector that hasn’t been impacted by any of…
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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; no room to think,” was the “most disturbing trend they had noticed in the last…
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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 create for their companies. It also helps in avoiding poor or limiting purchase decisions.  Yet…
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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 to solve a customer’s problems1.”  Let’s face it, we are all in the business of…
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