Month: January 2020
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For obvious reasons, B2B marketers have always craved insights about their current and potential buyers. Such insights can enable astute marketers to craft more compelling value propositions, run more effective marketing programs, and deliver better customer experiences. Every year, I review several research studies that focus on the attitudes, preferences, and behaviors of B2B buyers.…
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It’s now abundantly clear that compelling thought leadership content has become a vital component of effective marketing for most B2B companies. Numerous research studies have demonstrated that business buyers are relying on thought leadership content and that it has a significant impact on purchase decisions. The 2020 B2B Thought Leadership Impact Study by Edelman Business…
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In my last post, I discussed some of the findings of a 2019 survey about sales and marketing alignment by LeadMD and Drift. In this survey, over 90% of the respondents described their marketing and sales functions as well aligned or very well aligned. However, 60% of those respondents also reported that their company had…
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Astute B2B marketing and sales professionals have long recognized the importance of having a productive relationship between marketing and sales, and many B2B companies have been working to build such relationships for more than a decade. So it’s understandable that sales-marketing alignment has been a hot topic in B2B marketing and sales circles for the…