Buyers need to complete specific jobs before consensus can be reached for a buying decision. They need information that helps them understand what to ask, do, understand, and evaluate. And they benefit from B2B content that shows them how to do those … [Read more...]
Why Sales Shuns B2B Marketing Qualified Leads
I read an interesting exchange on LinkedIn recently. The post asked about how sellers engage with prospects who don’t yet either know they have a problem or understand the problem or how they want to solve it. The sales folks who answered the … [Read more...]
Closing the Gap Between B2B Buying and Selling
“Sellers use their sales process to place solutions.” “Buyers use their buying decision process to figure out how to resolve their problem with the least disruption.” This is how Sharon Drew Morgen explains it. She’s been working to expose and … [Read more...]
B2B Brand Marketing & Demand Gen: Better Together
I just read a recommendation that B2B organizations should allocate 46% of budget to brand marketing and 54% to demand gen. The reasoning is based on an estimation that at any given time, only 5% to 10% of customers are in-market for a category. … [Read more...]
Why Is B2B Marketing So Hyper?
Hyper-relevant. Hyper-personalized. Hyper-targeted. Hyper-everything in B2B marketing! What is it with all the hyper? Is it the new “new and improved” label for marketing concepts? If you look at the definition of hyper, the word is related to … [Read more...]
