Why did you lose that opportunity? Better yet, how might you resurrect buying intent? I recently wrote about B2B nurturing for net new vs. existing customers. But what about lost opportunities? Most companies tend to either write them off or … [Read more...]
Do Your B2B Buyers Understand the Problem?
What happens when something goes wrong? In B2B marketing and sales, we talk a lot about our buyers’ pain or need. But that’s not what really defines a problem. The dictionary definition of problem is, “a matter or situation regarded as … [Read more...]
Why Customer Centric Doesn’t Mean Buyer Driven in B2B
Why Customer Centricity Often Becomes Customer Hostility in B2B Customer centricity mostly misses the mark in B2B. Strangely, B2B companies use it to foster an inside-out perspective. The concept seems to be more about talking the talk than walking … [Read more...]
The Destructive Lack of Commitment in B2B Marketing
The beginning of the year is an appropriate time to take a stand about the payoffs of commitment in B2B marketing strategies. The beginning of the year is when a lot of B2B companies look at what they want to accomplish this year as a clean slate. … [Read more...]
Is Your B2B Content Creating a Sum of Knowledge?
B2B content doesn’t create a sum of knowledge as one-off random acts of content. That’s just a recipe for confusion about your brand; frustration and a turnoff for your buyers; and putting loyalty in question for your customers. To create … [Read more...]
