Month: April 2018
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TrustRadius recently published The 2018 B2B Buying Disconnect report, which provides several important insights regarding how business technology buyers research potential purchases, and how they view their vendors. The report is based on the results of two surveys. One was a survey of 438 individuals who played a key role in a significant business technology…
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Business buyers are continuing to rely heavily on content to inform and support their buying decisions, but they are becoming more selective about the content they consume, and they show a strong preference for trustworthy and authoritative content. These are some of the major themes of Demand Gen Report’s 2018 Content Preferences Survey Report. Demand…
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In Lewis Carroll’s Through the Looking Glass, the Red Queen takes Alice on a run in a forest. Alice and the Queen run very fast, but they never leave the place where they started. When Alice wonders why, the Red Queen explains: “Now here, you see, it takes all the running you can do, to…
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The personalization of content and messaging has been widely discussed in marketing circles for more than two decades. Numerous research studies have shown that both consumers and business buyers want companies to understand their individual needs and interests, and then tailor experiences accordingly. Virtually all marketing thought leaders agree that personalization is vital for delivering…
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Most B2B marketing and sales professionals recognize that their more formidable competitor is usually the status quo. The grip of the status quo can result in longer sales cycles, stalled deals, and the dreaded “no decision.” Persuading prospects to move away from their status quo is a significant challenge, and there is no “silver bullet”…