I read an interesting exchange on LinkedIn recently. The post asked about how sellers engage with prospects who don’t yet either know they have a problem or understand the problem or how they want to solve it. The sales folks who answered the … [Read more...]
B2B Brand Marketing & Demand Gen: Better Together
I just read a recommendation that B2B organizations should allocate 46% of budget to brand marketing and 54% to demand gen. The reasoning is based on an estimation that at any given time, only 5% to 10% of customers are in-market for a category. … [Read more...]
Why Is B2B Marketing So Hyper?
Hyper-relevant. Hyper-personalized. Hyper-targeted. Hyper-everything in B2B marketing! What is it with all the hyper? Is it the new “new and improved” label for marketing concepts? If you look at the definition of hyper, the word is related to … [Read more...]
Marketers Need a Mindset Reset for B2B Personalization
Personalization in B2B marketing has been on an upward intention trend for a while now. But it’s not working out very well. Despite marketers’ best intentions, nearly half say delivering personalized and relevant content is a top business … [Read more...]
Misconceptions About B2B Buyer Personas
I’m really tired of seeing people dismiss B2B buyer personas as worthless. Although, I have to admit that many of the personas I review from prospective clients are little more than recipe cards for disconnected experiences. And shame on those who … [Read more...]
