Category: B2B Marketing

B2B Buyers Are Still Skeptical About Vendor Content

April 16, 2017

B2B Buyers, B2B Buying Process, B2B Marketing, Content Marketing, Marketing Effectiveness

A recent research report by TrustRadius paints a rather sobering picture of the effectiveness of B2B content marketing. The B2B Buying Disconnect is based on the results of two surveys. One was a survey of 418 individuals who played a key role in a significant software purchase during the previous two years, and the second…
How to Weaken the Grip of the Status Quo

April 9, 2017

B2B Marketing, B2B Selling Process, Marketing Effectiveness

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…