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An Edge in ABM for both Marketing and Sales

When we are focused on one company, on one set of executives, I’ll take every advantage I can get. This time, the edge is coming from a different discipline. I’d like to suggest a new way of understanding and customizing communications, which has the pote …

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What B2B Marketers Need to Reach Millennials

When asked what will impact marketing the most in 2018, “73% of marketers think it’s artificial intelligence or a technology dependent on AI.” That’s the conclusion of a recent survey of 350 marketers, CEOs and influencers published by Mobile Marketer. Pu …

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Triangulating Sales Intelligence Can Help B2B Marketers Find Their Way

No one has a monopoly on insight. Figuring out the ‘who,’ ‘what,’ and ‘why’ of sales prospecting requires a collaborative approach If you happened to get lost in the woods (and gasp) your cell phone battery dies, let’s hope you’ve got a map and a compass, …

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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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You Say You’ve Got an Evolution

This is the third time in the last 20 years that I was certain that it was the end of the world, with a Cormac McCarthy novel waiting on the other side. We learn to cope, I suppose. We evolve. Emphasis is on the word learn. Here’s what I learned: Things aread more

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