I was watching the video for the second roundtable video that I participated in at Content Marketing World and Nick Panayi from CSC said, "the B2B funnel is more like a pinball machine, with leads bouncing everywhere" - I'm not sure that's verbatim, … [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. Here are a few reasons why: Prospects don't care if they're interacting with … [Read more...]
Use Content to Help B2B Buying Committees Reach Consensus
B2B marketers know there are a number of people involved in a complex buying decision. What often goes overlooked is understanding not only who the marketing programs can reach and engage but how content gets shared among the buying committee. It's … [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...]
Curiosity and Context: Keys to B2B Buyer Engagement
Many B2B marketers have jumped on the bandwagon about answering their buyers and customers' questions. There's a bit more strategy involved to do so in a way that drives momentum, but what I'm not seeing is marketers attempting to promote the … [Read more...]
