Please take sharp aim and pull the trigger! Shoot it right between the eyes of the inevitable self-serving sales follow-up to schedule a demo that arrives shortly after the campaign ends. If you don’t, every time a campaign that your audience is … [Read more...]
Marketers Need to Drive WOM in B2B ABM Programs
Word of mouth (WOM) drives awareness and outcomes in B2C. But there's an application for WOM in B2B ABM programs. Complex B2B buying decisions are made by committee. The average number of people involved in a B2B buying decision is estimated to … [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...]
