Discovery is most often considered a function performed by sales reps. But in this context, it’s more about discovery FOR the sales rep, NOT B2B buyers. One of the problems marketing and sales have as B2B buyers' roles shift is that they start too … [Read more...]
The Value of ABM Goes Beyond Marketing
Pushing product: it’s what B2B companies have been doing for years. Even if we say we’re putting the customer front and center, usually we’re not really walking the talk. We have all these meetings and mandates about what the company wants to … [Read more...]
Marketers Need to Drive WOM in B2B ABM Programs
Word of mouth (WOM) drives awareness and outcomes in B2C. But there's an application for WOM in B2B ABM programs. Complex B2B buying decisions are made by committee. The average number of people involved in a B2B buying decision is estimated to … [Read more...]
