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
Why the '57% Statistic' Ignores the 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 … [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...]
