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 potential to make...
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. Put some PI in...
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, because the...
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, unique insight...
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 from the heavens...
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 that the...
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, you must...
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 more...
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 encompasses...
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 that have...