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
Why the '57% Statistic' Ignores the 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 … [Read more...]
