I’ve always believed you need to engage B2B buyers from start to finish. This means building brand and moving into demand. Brand and demand belong in the same story. Brand vs. demand is a false choice. You need to account for this in your GTM … [Read more...]
Marketers Can’t Afford B2B Buyer Journey Blindness
Given the changes in buyer behaviors, I’ve become a bit obsessed with the B2B buyer journey. The whole thing. Not just as related to a specific campaign, but across as many channels and touchpoints as possible. We need visibility. Especially given … [Read more...]
B2B Nurturing for Net New vs. Existing Customers
The curiosity gap – the distance between what your buyers and customers know and want to know – is a moving target. It’s not a static place in time. With every interaction, people learn something that shifts their context and comprehension, whether … [Read more...]
Why B2B Marketers are Critical to Revenue Operations
Due to my interest in breaking down the silos that separate customer-facing teams, I’ve attended a few webinars focused on Revenue Operations (RevOps). Uniting the commercial team to produce profitable buyer and customer-driven experiences is … [Read more...]
It’s Not the Format of Your B2B Content, It’s the Relevance
Format is one of those chicken and egg things about marketing that just needs to cross the road. Every year, reports come out that tout which content type works best at which stage in the funnel and has marketers responding to which format drives … [Read more...]
