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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 …

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. …

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 …

Listen – Here are 6 Ways to Gain a B2B Prospecting Edge

While conducting Net Promoter Score (NPS) research for a b2b technology client we asked the president of an operating division of a large multinational the following, “you gave our client the highest NPS score, what is the greatest benefit you get from th …

Winning More with ABM

Account Based Marketing (ABM) is a high-stakes b2b prospecting strategy. To win more accounts through ABM, we need to move to the prospect’s side of the table, to begin to really understand what they are looking for, how they are looking for it, and how t …

3 Ways to Improve B2B Prospecting by Finding “Me”

Hey, I’ve got a great new business idea – let’s take our least experienced, lowest paid, least trained and barely empowered employees and make them our customer-facing personnel! Or, Since about 75% of the b2b consideration process takes place without our …

3 Coins in the Fountain: How Small Business Ignore Branding and Miss Opportunity

Three Coins in the Fountain is the title song (sung by Frank Sinatra) from a classic film about 3 American women working and looking for love in Rome. It refers to the Trevi Fountain, where visitors make a wish and toss in a coin, right hand over the left …

The End of the (Land)line

Hi, this is Rachel at Cardholder Services. My gosh, how does she do it? What stamina! She calls at all hours and from all over the country, and from a new phone number each time! In fact, several times caller ID said the call was coming from my own phone …

5 Steps to the Purposeful Integration of Sales and Marketing

Often it seems as if sales and marketing work for different companies, and often, they wish they did. However grim this may seem, truly effective b2b prospecting can’t be achieved without cooperation. Our experience is that sales usually follows-up only t …

Content Must Connect – Three Essential Insights for B2B Content Marketing

We recently conducted Prospect Persona research with C-Suite executives worldwide. An inescapable observation is that in b2b content marketing, we speak before we listen, that most content is based on assumption of need rather than firsthand knowledge of …