Category: B2B Marketing
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Early in my consulting career, I worked with a small company that was owned and managed by a husband-wife team. The business had been fairly successful for most of its ten-year history, but when I began working with the company, it had been losing money for more than a year, and was on the verge…
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This will be my last post of 2017, and I want to thank everyone who as spent some of his or her valuable time reading this blog. My goal for this blog has always been to provide content that readers will find to be informative, thought-provoking, and useful, and I’ve been immensely gratified by the…
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There’s no longer any doubt that thought leadership content is having a major impact on B2B buying decisions. Several recent research studies have shown that business buyers are consuming more thought leadership content than in the past, and that thought leadership affects decisions at every stage of the buying process. Research has also shown, however,…
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For several years, marketing leaders have faced growing demands from the C-suite to prove the value of their activities and programs. Marketing accountability has become the mantra for many CMO’s, and return-on-investment has become the gold standard for measuring marketing performance. Several books and a host of white papers and ebooks have been written about…
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Delivering outstanding customer experiences has become a primary strategic objective for both B2B and B2C marketers. In the 2017 Digital Trends report by Econsultancy (in association with Adobe), surveyed marketing, digital, and ecommerce professionals selected optimizing the customer experience as their single most important opportunity for 2017, and they identified customer experience as the primary…
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For decades, the basic approach to B2B marketing and sales has been to identify a prospect’s “pain points,” and then demonstrate how your product or service can alleviate the pain. New research now suggests that many buyers look beyond immediate pain and take a more strategic approach to B2B buying.A recent study by the Aberdeen…
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In 2015, Millennials became the largest generational cohort in the US population and the largest generation in the US labor force. Research studies by the IBM Institute for Business Value, Google/Millward Brown Digital, Sacunas (now Merit), and SnapApp/Heinz Marketing have shown that Millennials are now playing significant roles in B2B purchase decisions. So it seems clear…
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With the fourth quarter of 2017 now underway, many B2B companies have already started their planning for 2018. Over the next several weeks, senior company leaders will be evaluating how their business is currently performing and setting goals for the coming year. Some of those goals will inevitably relate to revenue growth, and one thing…