Category: B2B Marketing
-
The political debate surrounding climate change has been raging for the past two decades and is likely to continue for the foreseeable future. However, several recent developments indicate that the leaders of many large business enterprises have accepted the reality of climate change and recognized they need to step up their focus on environmental sustainability.…
-
In my last post, I wrote that it’s time for marketers to rethink their approach to personalization. The value of personalized marketing has been widely recognized for nearly two decades, and most marketing pundits are recommending that marketers expand their use of personalization. They contend that marketers should make personalization more specific and use it…
-
The value of personalization in marketing has been largely unquestioned for nearly two decades. Today, most marketers view personalization as essential for success, and many companies have made personalization a top priority. But the marketing environment is changing, and that means it’s time for marketers to rethink their personalization strategy.In a report published last November,…
-
The global communication firm Edelman released the 2020 edition of its “Trust Barometer” survey during the World Economic Forum in Davos, Switzerland last month. The new survey found that despite low levels of unemployment in most of the markets covered, many people aren’t optimistic about their prospects for the future. About two-thirds of the survey…
-
Last fall, The B2B Institute (a think tank funded by LinkedIn) published a research report that every B2B marketer should read. The 5 Principles Of Growth In B2B Marketing describes the findings of research conducted by Les Binet and Peter Field, two highly-regarded, UK-based experts on advertising effectiveness. This report is based on an analysis…
-
The business world lost one of its leading thinkers last month when Clayton Christensen died on January 23, 2020. He was 67.Professor Christensen joined the faculty of the Harvard Business School in 1992, after working as a consultant at Boston Consulting Group and co-founding an advanced materials company. He achieved management guru status after the…
-
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.…
-
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…