Author: ai7pz
-
Most marketing leaders agree that the role of marketing has grown significantly over the past few years. Much of the recent conversation about the expanding scope of responsibility has focused on marketing’s role in managing customer experiences and driving business growth. Numerous research studies have shown that marketers believe they are (or soon will be)…
-
By now, many B2B companies are already planning for 2019. and part of that planning will involve establishing revenue growth goals for the coming year. Growing revenues has never been easy, but producing consistent revenue growth has become more challenging because of fundamental changes in the B2B competitive environment. Today’s business buyers have more choices,…
-
There’s no longer any doubt that thought leadership content is having a major impact on B2B buying decisions. Research studies have confirmed that business buyers are consuming more thought leadership content, and that it affects decisions at every stage of the buying process. Research also shows, however, that business decision makers have become more selective…
-
Earlier this year, Scott Brinker unveiled the latest version of his now famous marketing technology landscape supergraphic. To no one’s surprise, the new graphic showed that the number of marketing technology solutions has continued to grow at a rapid pace. The 2018 landscape includes 6,829 technology solutions, up 27% from the number in the 2017…
-
In a recent column published at The Drum, Samuel Scott argued that the marketing industry has split into two distinct camps that have adopted and now advocate two very different approaches to the practice of marketing. According to Samuel, the divide is between “online B2B marketers” who “want to gain and convert website traffic into…
-
With the beginning of the fourth quarter less than a month away, many B2B companies have already started planning for 2019. Over the next several weeks, marketing leaders will be evaluating how well their existing marketing programs have performed and developing plans for the coming year. To plan effectively for 2019, marketing leaders need a…
-
Fundamental changes in the business environment have led a growing number of B2B companies to adopt new approaches for managing their revenue generating activities. While the specific approaches vary, they all arise from the recognition that successful revenue generation requires a combination of interdependent activities. Therefore, it’s important to view such activities as components of…
-
B2B companies must be seen as trustworthy to earn the trust of prospects and customers. And science tells us that trustworthiness is based on ability, integrity, and benevolence. The rarest of these attributes is benevolence. This article explains why real benevolence is so uncommon, and what companies can gain by consistently practicing benevolence.Trust lies at…