Category: B2B Marketing
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This will be my last post of 2019, and I want to thank everyone who has 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 informative, thought-provoking, and useful, and I’ve been immensely gratified by the attention and…
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A recent report by Accenture Interactive provides several interesting insights on both the fragility of B2B seller-buyer relationships and what B2B companies need to do to strengthen long-term customer relationships. Service is the new sales was based on interviews with 748 business buyers and 1,499 B2B sellers across 10 countries and 16 industries. All of the…
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During the Cold War, U.S. Army leaders in Europe faced a disconcerting situation. Their mission was to defend NATO member nations in the event of an attack by the Soviet-led Warsaw Pact. The problem was, U.S./NATO ground forces were greatly outnumbered. During this period, Soviet army doctrine was to throw wave after wave of forces…
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Driving consistent, profitable revenue growth is one of the most persistent challenges that business and marketing leaders face. The key word in that sentence is “consistent.” Many companies can produce substantial revenue growth sporadically or over a short period of time. But it’s exceptionally difficult to consistently generate above-average growth over the long term. In…
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Growth is to a business organization what oxygen is to a living organism. It is the life force of the organization. For decades, sustained profitable growth has been the linchpin of long-term business prosperity. Profitable growth creates a virtuous cycle of forces that supports and drives business success. When a company stops growing, these same…
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The first step to designing an effective marketing strategy and creating compelling marketing content is to understand what your potential customers are trying to accomplish when they purchase products or services like those you provide. In most cases, people don’t buy a product or service because they want that product or service itself. More often,…
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With the fourth quarter of 2019 well underway, many marketing leaders will have already started planning for 2020. In most cases, the planning process will include an analysis of how well marketing performed in 2019. and many marketing leaders will use return on investment (ROI) as the primary tool for conducting this assessment. Over the…
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The role of millennials in B2B buying decisions, and their distinctive attitudes and behaviors as business buyers have become major topics of interest for B2B marketing and sales professionals over the past five years. Since 2014, numerous research studies – including studies by the IBM Institute for Business Value, Google/Millward Brown Digital, Merit, and Heinz…