Category: B2B Marketing
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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”…
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Econsultancy recently released its 2018 Digital Trends report (published in association with Adobe). This report is based on a global survey of nearly 13,000 marketing, creative, and technology professionals. Sixty percent of the respondents were from the client-side (“company marketers”), and 40% were affiliated with agencies, consulting firms, technology vendors, and other types of marketing…
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Customer value propositions are an essential part of a company’s business strategy and the foundation for all of its marketing and sales efforts. Unfortunately, many companies don’t devote enough time and energy to defining their customer value propositions, and as a result, their marketing and sales efforts aren’t as productive as they could be. It’s…
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The most important and difficult decisions that marketing leaders must make inevitably involve the allocation of marketing resources (money, people, time, etc.). Regardless of company size, the resources available for marketing are rarely sufficient to enable marketing leaders to do everything they’d like to do. Therefore, resource allocation is an intrinsic part of every significant…
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Most of you have probably heard the story about the inebriated man who had lost the keys to his house and was searching for them under a street light. A police officer comes over and asks what he’s doing. “I’m looking for my keys,” the man says. He points to a spot about twenty feet…
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If you’ve ever sold a house, you’ve probably heard about curb appeal. Curb appeal is the visual attractiveness of a house as seen from the street, and it is what creates the first impression of a house in the minds of potential buyers. Real estate professionals know that curb appeal plays a huge role in…
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About a year ago, I published a post arguing that B2B marketers need to set realistic expectations for their content marketing efforts. This turned out to be our most widely-read post in 2017. The main theme of my post was that content marketing performance depends on several factors and that some of those factors are…
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B2B buyers are conditioned to view vendor-provided information with a healthy dose of skepticism, and this makes lack of trust an elephant-in-the-room issue for B2B marketers. Lack of trust produces a major drag on marketing performance. If buyers don’t trust what you say, they won’t give you credit for understanding their needs or providing relevant,…