Category: B2B Marketing

  • Have Marketers Fully Embraced the Growth Challenge?

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    The role of marketing was a major topic of conversation last year, and there is a widespread belief that marketing’s scope of responsibility has expanded. In the August 2018 edition of The CMO Survey, eight out of ten (79.6%) of the survey respondents said that the role of marketing in their organization had broadened over…

  • Our Most Popular Posts of 2018

    This will be my last post of 2018, 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 to be informative, thought-provoking, and useful, and I’ve been immensely gratified by the…

  • Research Demonstrates the Financial Impact of Trust

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    Astute business leaders have long recognized that trust is a vital element of competitive success. But traditionally, trust has been viewed as a “soft” issue – one of those things we know is important, but find difficult to measure. New research by Accenture Strategy quantifies the impact of trust on both revenue and earnings. So…

  • The Most Critical Skill for Tomorrow’s CMO

    A recent article at the Harvard Business Review website argues that many chief marketing officers are at a career crossroads and face four possible futures, some more attractive than others. The authors contend that customer expectations have risen to exceptionally high levels, and that meeting those expectations requires companies to achieve an unprecedented level of…

  • What Distinguishes Top-Performing Marketing Organizations

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    A recent survey by B2B Marketing and The Mx Group identified several differences between top-performing and poorly-performing B2B marketers. Not surprisingly, the research revealed that the best-performing marketing organizations excel at maintaining accurate data and integrating data systems, fully leveraging technology, and closely aligning with sales. This survey included respondents working in a range of…

  • Why Buying Scenarios Should Be Part of Your Planning for 2019

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    The stereotypical image we have of B2B buying is that it involves expensive and/or complex products or services, large buying groups, and long buying cycles. But in reality, many B2B companies derive substantial revenue and profit from other types of sales. That’s why defining relevant buying scenarios should be an integral part of your go-to-market…

  • Do Marketers Have a Clear Picture of Buyer Trust?

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    Earlier this month, the Content Marketing Institute and MarketingProfs published the findings of their latest B2B content marketing survey. The B2B Content Marketing 2019:  Benchmarks, Budgets, and Trends-North America report presents findings from 771 North American respondents who indicated their company primarily sells to other businesses. CMI and MarketingProfs made a fairly significant change to…

  • The Role of Marketing Has Grown, But Maybe Not Enough

    Most marketing leaders agree that the role of marketing has grown significantly over the past few years. Much of the recent conversation about the expanding scope of responsibility has focused on marketing’s role in managing customer experiences and driving business growth. Numerous research studies have shown that marketers believe they are (or soon will be)…