As the market shifts, much of what you thought was true about your buyer personas and ICPs may be different. This change may be in degrees. Or it may be big enough to require a GTM restructure. I’m not just talking about the economy or supply … [Read more...]
How Marketers Can Help Reps Use Sales Content Effectively
Most marketers treat content like a tactic, not a product offering. Content truly focused on what your buyers and customers need to know becomes integrated with your products—just represented by media that you create and publish. For a litmus … [Read more...]
The Push-Me, Pull-Me of B2B Sales and Marketing Alignment: Macro vs. Micro
As I prepare for a panel discussing the critical gap between sales and marketing on Wednesday, a few thoughts occur about B2B sales and marketing alignment. B2B sales and marketing alignment —or the lack thereof—is something that’s been talked … [Read more...]
How Sales Enablement Results in Higher ROI for B2B Marketing Content
You’ve likely heard it. The silence in the forest of your content as not even a light breeze rustles its leaves with engagement. It’s been reported that the majority of marketing content is never used – especially not by salespeople. Why not? A … [Read more...]
B2B Marketing Performance is in Jeopardy
I sat pondering another in a burst of self-serving emails sent last week by salespeople who obviously lack any discipline in prospect research or the energy needed to attempt meaningful personalization. As one of the emails was from a company I'd … [Read more...]
