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 for B2B Buying Decisions
This headline caught my eye - 53 Percent of B2B Fortune 500 Companies Use Marketing Automation - so I clicked through to read it. Mathew Sweezey wrote the post based on his research into the State of Demand Generation. Mathew presents three reasons … [Read more...]
