When I do strategic planning workshops with my clients, we get into a lot of discussions about buying stages. Anyone who's followed me for a while or read my books knows that I always start very early in the process with the stage of Status … [Read more...]
No B2B Marketing Content Left Behind
B2B marketers have been struggling with creating engaging content, creating enough content and improving content marketing effectiveness ever since content marketing became the new sliced bread. There are many surveys and reports that tell us so. … [Read more...]
Investing in B2B Marketers’ Digital Skills Development
What marketers are saying about their effectiveness and beliefs about what the future will hold are a huge indication of the work to be done. Companies must make it a strategic priority to ensure the relevance and value marketers are prepared to … [Read more...]
B2B Marketing in the Pre-Sales Process Must Back Up to the IDEA
B2B marketers have gotten a bit ahead of themselves. We start too late in the buying process to become the mentors and guides we need to be thought of to play an influential role. An example of this can be found in recent research conducted by the … [Read more...]
Scale the Story, Not the Volume
B2B marketing has an obsession with quantity. Quantity of leads has been a driving force of marketing for as long as I can remember and now it’s coupled with volume of content. The number of views, likes, and shares are still key metrics. In other … [Read more...]
