Selling complex B2B solutions is a tough gig given current market conditions. SBI research with CEOs finds 44% say buyer factors are creating commercial inefficiencies. This isn’t just a sales issue. It means the buyer-driven experiences marketing … [Read more...]
Brand vs. Demand: A False Choice in B2B Buyer Journeys
I’ve always believed you need to engage B2B buyers from start to finish. This means building brand and moving into demand. Brand and demand belong in the same story. Brand vs. demand is a false choice. You need to account for this in your GTM … [Read more...]
Marketers Can’t Afford B2B Buyer Journey Blindness
Given the changes in buyer behaviors, I’ve become a bit obsessed with the B2B buyer journey. The whole thing. Not just as related to a specific campaign, but across as many channels and touchpoints as possible. We need visibility. Especially given … [Read more...]
B2B Marketers Use a Buyer MVP to Excel with GenAI
B2B marketers are experimenting with GenAI for content marketing tasks from personas to content marketing strategy to messaging, content, social posts, and more. Most are also doing so without a strong foundation for validating the outputs ChatGPT or … [Read more...]
B2B Content Marketing > Going Bold or Fading to Beige?
Would it surprise you that a whopping 1% of decision makers believe that B2B marketing shows a meaningful understanding of the human experience? Read that again. This is a finding from The Power of Provocation Report. Granted, the report is … [Read more...]
