In writing my new book, Digital Relevance, I spent a lot of time thinking about how a digital approach changes a lot of things, including the opportunity we have to become more relevant to our audiences by continuously learning about buyer … [Read more...]
The B2B Funnel is More Like a Pinball Machine
The B2B funnel is more like a pinball machine, with leads bouncing everywhere. In my book, Digital Relevance, one of the big concepts I talk about is what I call The Continuum Experience. It's actually a continuation or extension of the concept of … [Read more...]
The Power of B2B Buyer Perspective
I keep seeing that statistic - you know - the one that talks about how far through the buying process prospects are before they talk to salespeople. It's flawed. The statistic is fine, but the reasoning around it fails to consider the buyer … [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...]
