Month after month, Chief Marketing Officers (CMOs) are confronted with a question. It is a powerful question. If answered with accuracy and in-depth understanding, it can make a profound difference. So profound, it will change the fortunes of the organization. What Is The Question? The question, if answered correctly, will accelerate a company’s ability to …
You can almost see the long trumpets getting ready. The clarion call for generating new business in 2014 will be loud and long. B2B businesses have been making the slow crawl out of the recession. Looking out in the horizon for new markets, growing their customer base, and expanding products and services. Getting there means …
Is Your Lead Management Ready To Acquire New Business in 2014? 5 Areas to Get in Synch Read More »
The buyer revolution is in a frenzied uprising. More empowered and influential than ever before, buyers are letting it be known of their dissatisfaction. Several reports during the past year indicate buyers frown upon self-serving as well as product-based content marketing and sales approaches. The power of revolt now a mere click to the trash …
5 New Buyer Insights You Need To Grow Customer Acquisition Read More »
Today’s buyers are afforded sources of information, systems, and tools, which help them to make the right purchase decisions. Depending on the complexity of challenges faced, buyers may be seeking simple answers or complex custom solutions. For B2B buyers, the nature of buying itself has changed. This puts pressure on B2B marketers and sellers to …
Does Your Organization Have What It Takes to Catch Up to Evolving Buyers? Read More »
In commoditized markets, B2B organizations are under constant threat of watching their customer base evaporate into thin air. Getting caught flat-footed as markets migrate to competitors offering newer products and services. Suffering the consequences of not transitioning from a product-centric company to a customer-centric company. Is Customer-Centric Enough? B2B organizations continue to struggle in the …
4 Hurdles To Being Customer-Centric (4 Steps to Jump Over Them) Read More »
In B2B companies, new account acquisition is an important strategy. Perhaps as important, if not more, is growing the share of business from accounts. This is where the power of marketing and sales coordination can make an impact. Shaping Account-Based Marketing, the concept of marketing to one entity, into a new powerful force. Not the …
3 Pillars For Elevating Account-Based Marketing (Using The Persona-Based ABM Strategy) Read More »
One of the must have competencies in the future of B2B is buyer predictability. Without it, there will be an inability to anticipate how to help buyers and customers. Creating the undesirable position of being old news. Scenario Planning Scenario planning, as a strategic tool, has been around for a while. It is used in …
Use Persona-Based Buying Scenarios To Improve Buyer Predictability Read More »
I was inspired to write this article after reading Megan Heuer’s article entitled Three Myths of the 67% Statistic. Megan is Vice President and Group Director, Data-Driven Marketing at SiriusDecisions. It is a good read. I am happy to see SiriusDecision make a commentary on their statistic regarding the buying journey. As Megan points out, …
Are You Treating the 57% of the Buyer Journey Statistic As Gospel? Read More »
The concept of targeting companies has been around for a long time. Opportunity pipelines usually consist of company names. Sales automation typically has started out with creating a company account name. Knowing which companies to target has been the lifeblood for B2B Sales for decades. This approach, however, is starting to become like trying to …
How Well Do You Know Your Ideal Company Persona? (4 Ways You Can Know) Read More »
