Author: ai7pz
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Delivering great experiences to existing and potential customers is rapidly becoming a vital source of competitive advantage for many B2B companies. Recent research indicates that most B2B companies expect to be competing primarily on the basis of customer experience in the very near future. The starting point for improving customer experiences is understanding what interactions…
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In a recent article for dmnews.com, Mike Colombo, the CMO of Cloudwords, argued that many CMOs aren’t ready for a seat at the C-suite table. According to Mr. Colombo, many CMOs aren’t winning a seat at the “grown-up” table because they’re still relying on performance metrics that are inconsequential to company leaders. Recent research has…
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When Theodore Levitt taught marketing at the Harvard Business School, he frequently reminded his students that “People don’t want to buy a quarter-inch drill. They want a quarter-inch hole.” The point Professor Levitt was making is that people don’t usually buy a product or service because they want the product or service itself. What they…
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One of the most profound business developments of the past few years has been the proliferation of companies using subscription-based business models. Of course, subscription-based businesses aren’t new. We’ve been subscribing to newspapers and magazines for decades. What is new is that more and more kinds of goods are being repackaged as services and sold…
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Astute marketing and sales professionals have long understood that their toughest competitor is usually the status quo. In most cases, no sale can be made unless prospects are first willing to consider changing their current methods and practices. Given the importance of the issue, it shouldn’t be surprising that many marketing and sales experts have…
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Two recent studies provide several important insights regarding the role and importance of thought leadership content in the marketing mix. Thought leadership content is often the primary means of creating the initial engagement with a potential buyer. Therefore, it plays a critical role in the marketing efforts of many B2B companies. The Economist Group StudyThought…
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Unless you’ve been very out of touch for the past couple of years, you’re well aware that account-based marketing has become one of the hottest topics in the B2B marketing world. The hype surrounding ABM has been almost deafening, and based on the hype, it would be easy to conclude that ABM has already been…