If we’re honest, we’d admit that much of B2B marketing today is performance. It’s shallow, lacks the nuance that comes with buyer context, and suffers from irrelevance. The B2B buyer research I’ve read recently confirms this is how buyers see vendor … [Read more...]
Marketers Help B2B Buyers Use AI for Better Buying Decisions
A year ago, I wrote an article What Happens When B2B Buyers Start Using ChatGPT? That ship has sailed. The 2024 State of Business Buying report from Forrester finds that 89% are currently using AI in at least one area of their purchase process. And … [Read more...]
Align B2B Buyer-Driven Experiences to The Bigger Picture
Selling complex B2B solutions is a tough gig given current market conditions. SBI research with CEOs finds 44% say buyer factors are creating commercial inefficiencies. This isn’t just a sales issue. It means the buyer-driven experiences marketing … [Read more...]
Brand vs. Demand: A False Choice in B2B Buyer Journeys
I’ve always believed you need to engage B2B buyers from start to finish. This means building brand and moving into demand. Brand and demand belong in the same story. Brand vs. demand is a false choice. You need to account for this in your GTM … [Read more...]
Marketers Can’t Afford B2B Buyer Journey Blindness
Given the changes in buyer behaviors, I’ve become a bit obsessed with the B2B buyer journey. The whole thing. Not just as related to a specific campaign, but across as many channels and touchpoints as possible. We need visibility. Especially given … [Read more...]
