For many Chief Marketing Officers and marketing leaders, especially in B2B, there is a seismic shift taking place in how marketing is approached and done. A staple in yearly strategic planning is the product or service as the central focus of marketing and sales plans year after year. Product marketing is just as the name implies – all about marketing the product. If this is the central premise of your marketing plan for 2014, time to go back to the drawing board before it is too late. New Differentiation Decade after decade, marketing and sales focused on touting the superiority…READ MORE
New Survey Highlights What Is Most Important To B2B Customers. Surprise, It Is Not Content Marketing.
The fanfare has been loud and non-stop. Drums beating and reverberating throughout the B2B world to jump on board the content marketing train. As in the B2C world, we are beginning to see a dramatic rise in web-based content, online communities, and video-based messaging. These are proving to be powerful ways to communicate. There is just one problem. B2B customers are experiencing disconnect between brand as well as content messaging and what they care about most. According to a recent research study and survey conducted by McKinsey, of 700 global executives, corporate messaging may be having little impact on evaluation…READ MORE