Category: B2B Marketing
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“If I had asked my customers what they wanted, they would have said a faster horse.” Henry Ford (Attributed) “We don’t ask consumers what they want. They don’t know. Instead we apply our brain power to what they need, and will want, and make sure we’re there, ready.” Akio Morita, Co-Founder of Sony Dozens of…
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Measuring marketing performance is both a top priority and a persistent challenge for most B2B marketers. That’s the primary theme of Demand Gen Report’s 2018 Marketing Measurement and Attribution Benchmark Survey. The 2018 survey produced responses from 283 marketing executives, most of whom were based in the United States. Respondents represented several industries and a…
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Most marketers will say that the “prime directive” of marketing is to drive revenue growth. But in reality, revenue growth is a by-product of creating value for customers and providing great customer experiences. Paradoxically, the best way to grow revenue is by not making revenue growth the primary marketing objective.In life and in business, some…
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At the recent MarTech West conference in San Jose, California, Scott Brinker unveiled the new version of his famous (or perhaps infamous) marketing technology landscape supergraphic (shown above). To no one’s surprise, the new graphic shows that the number of marketing technology solutions continues to grow at a breathtaking pace. Scott’s 2018 graphic includes 6,829…
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A few weeks ago, I published a post discussing the major findings of a survey by Dynamic Yield regarding the current state of personalization in marketing. A new study by Researchscape International (in association with Evergage) provides more valuable insights about marketers’ attitudes regarding personalizaion and current personalization challenges and practices. The 2018 Trends in…
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Research continues to show that marketing-sales alignment remains a significant challenge for many companies. Earlier this year, for example, InsideView published The State of Sales & Marketing Alignment in 2018, which was based on a survey of more than 500 sales and marketing professionals. In this survey, 75% of marketing respondents, and 63% of sales…
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In an earlier post, I discussed some of the major survey findings reported in The 2018 B2B Buying Disconnect by TrustRadius. This report is based on two surveys. One survey included 438 individuals who played a key role in a significant business technology purchase during the previous year, and the second was a survey of…
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TrustRadius recently published The 2018 B2B Buying Disconnect report, which provides several important insights regarding how business technology buyers research potential purchases, and how they view their vendors. The report is based on the results of two surveys. One was a survey of 438 individuals who played a key role in a significant business technology…