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 in B2B Buying Decisions
Most B2B marketers use marketing automation. Used well, the platforms can help advance buying. But it's about more than just using the technology. It's about consensus in B2B. There's Lots of Red Tape in Reaching Consensus in B2B I work with a lot … [Read more...]
Curiosity and Context: Keys to B2B Buyer Enablement
Many B2B marketers have jumped on the bandwagon about buyer enablement by 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 … [Read more...]
