Despite the shift in the B2B buyer landscape that puts them squarely in the power position, I still hear marketers insist that the product is the hero of the story. Well, I'll just rip the band aid off and say it straight up - You Are Wrong. B2B … [Read more...]
B2B Marketing Performance is in Jeopardy
I sat thinking about marketing performance as I dug through another burst of self-serving emails in my inbox sent by salespeople who obviously lack any discipline in prospect research or an attempt meaningful personalization. As one of the emails was … [Read more...]
Design B2B Content to Learn Buyer Preferences
In writing my new book, Digital Relevance, I spent a lot of time thinking about how a digital approach changes a lot of things, including the opportunity we have to become more relevant to our audiences by continuously learning about buyer … [Read more...]
The B2B Funnel is More Like a Pinball Machine
The B2B funnel is more like a pinball machine, with leads bouncing everywhere. In my book, Digital Relevance, one of the big concepts I talk about is what I call The Continuum Experience. It's actually a continuation or extension of the concept of … [Read more...]
The Power of B2B Buyer Perspective
I keep seeing that statistic - you know - the one that talks about how far through the buying process prospects are before they talk to salespeople. It's flawed. The statistic is fine, but the reasoning around it fails to consider the buyer … [Read more...]
