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...]
B2B Purchase Decisions: Logic Driven by Emotion
When considering the differences between B2B and B2C marketing, it’s often said that a B2C purchase decision is more emotional, while B2B purchase decisions are logical. I disagree. If you look into the behind-the-scenes processes throughout … [Read more...]
Scale the Story for B2B Buyers, 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...]
B2B Marketers Need Cultural Immersion to Get Closer to Buyers
Recently, I've been helping my client, Sykes, to create stories about the behind-the-scenes stuff that makes them so valuable to their customers. The one I find most intriguing is cultural immersion. Sykes provides contact centers to Fortune 50 … [Read more...]
