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Know Thy Prospect. Know Thy Customer.

Let’s begin with a question: How many of your marketing staff have ever seen or spoken to a prospect? Or a customer, for that matter? Not many. Not many out there.* It’s not just you, it’s your competitors as well. Which is why gaining a first-hand, uniqu …

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Gaining the Upper Hand in B2B Prospecting

Ladies and Gentlemen, may I please have your undivided attention. Hah! Good luck with that. Nirvana B2B marketing wants and needs the attention of its prospects to shove them along the consideration journey. We’d like our messaging and content to fall fro …

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Strategic Readiness is the Key to Creating a B2B Marketing Advantage

My partners and I are consumed with answering the question: how can marketing create compelling competitive differentiation, by itself. We’ve spent the last few months reviewing our case studies, brainstorming, and bumping our shins. We start off assuming …

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To Generate B2B Leads You Must Lead

Marketing illuminates the path to solving a problem. Not just any path – your path. This is somewhat academic in low-consideration consumer products, but lifeblood to high-consideration B2B products and services. To get these prospects to follow your path …

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Customer Service: Profit or Loss

I took a few minutes and googled Customer Service, and here are some of the definitions I found: Customer service is the process of ensuring customer satisfaction with a product or service. (Investopedia) Getting customer interactions right has never been …

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The Looming MarTech Consolidation, and the Cure for B2B

The advances in marketing technology are awesome, as are the sheer number of marketing technology providers. ChiefMartec began tracking this space in 2011, identified about 150 players, and presciently started their eponymous infographic. Their 2017 chart …

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B2B Marketing to The Son of Man

As the median age of b2b decision makers goes down, the perceived difficulty of reaching and persuading them through marketing goes up. Many successful marketers raise their eyes to the skies looking for divine inspiration. Do the processes and concepts t …

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Triangulating B2B Prospecting Success

The better you understand your b2b prospect, the more efficient and effective your prospecting will be, and no one silo or point of view within the company is going to give you the “who”, “what”, and “why” of prospects and the buying process. The answer i …

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What B2B Marketers Can Learn from Blind Men

In My Face A colleague recently asked, “With all the data available to us now, what role, if any, does qualitative research play in b2b prospect intelligence? Isn’t that ‘old thinking’?” Somewhat in my face, and a tad confrontational, but a good question. …

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Boost Results 10% to 20% Now by Making Your B2B Website Smarter

Get a Grip Your website is your core digital asset, the hub of your digital presence. It can be a much smarter, more powerful sales tool that will generate higher engagement, proactively move prospects along their consideration journey, and give conversio …

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LATEST FROM THE BLOG


Know Thy Prospect. Know Thy Customer.

Let’s begin with a question: How many of your marketing staff have ever seen or spoken to a prospect? Or a customer, for that matter? Not many. Not many out there.* It’s not just you, it’s your competitors as well. Which is why gaining a first-hand, uniquread more

read more

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