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. As a … [Read more...]
B2B Marketing Performance is in Jeopardy
I sat pondering another in a burst of self-serving emails sent last week by salespeople who obviously lack any discipline in prospect research or the energy needed to attempt meaningful personalization. As one of the emails was from a company I'd … [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. An obvious line of thought, given the title … [Read more...]
The B2B Funnel is More Like a Pinball Machine
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...]
