A funny thing happened with the growth of information availability. Once B2B buyers figured out they could access whatever information they needed to understand a new subject, answer a question, or evaluate a product they no longer needed to talk to … [Read more...]
A Lack of Customer Advocacy Could Make B2B Buyers Walk Away
I was interviewing a client’s customer a few days ago for a persona project and something he said made me stop and think. What he said can be paraphrased as: If there is no buzz about your company online, I won’t consider your product as a viable … [Read more...]
Is Your B2B Audience Engaged or Committed?
B2B marketers wax prolific about the concept of engaging their buyers and customers with content. But engagement isn't really the end goal, commitment is. People who engage with your content are interested in the topic at hand. An audience that is … [Read more...]
B2B Marketing in the Pre-Sales Process Must Back Up to the IDEA
B2B marketers have gotten a bit ahead of themselves. We start too late in the buying process to become the mentors and guides we need to be thought of to play an influential role. An example of this can be found in recent research conducted by the … [Read more...]
Cut Through the Red Tape of Consensus in B2B Buying Decisions
Most B2B marketers use marketing automation. Used well, the platforms can help advance buying. But it's about more than just using the technology. It's about consensus in B2B. There's Lots of Red Tape in Reaching Consensus in B2B I work with a lot … [Read more...]
