Sometimes more is truly less. When it comes to the state of B2B content marketing and engagement, this proverb is on the mark. According to a recent study by Track Maven, one among a few on this topic, shows both B2B and B2C marketers have increased their publishing of content in 2015 by as much …
Is B2B Content Engagement Heading In The Wrong Direction? Read More »
Engaging new buyers and repeat customers are the lifeline to achieving growth. While the context of these fundamental challenges has changed via digital technologies, they nevertheless are constant pressures. Recent surveys of CEOs by IBM, PWC, and KPMG all point to major concerns and priorities in expanding the lifeline to growth. Creating distinctive and engaging …
Mapping Buying Experiences: Creating Growth Through Aligning With Buyer Goals Read More »
The calendar is usually full. Exercise coming from jogging from one meeting to the next. Engrossed in the daily demands for time and being in the moment of now. The now being a crisis or a looming project deadline. The gnawing feeling of something being missed about customers and buyers never going away. The world …
3 CMO Signals For Sensing Shifts In Buyer Decision Behaviors Read More »
The complexities of the evolving and robust global digital economy are introducing new sets of goals and problems for B2B organizations. Long-tenured B2B companies are seeking ways to adapt and to remain sustainable. While nimble and digital technology savvy firms are either grabbing larger chunks of market share at a faster rate or are creating …
The 3 Types Of Buying Scenarios Every B2B CMO Must Know Read More »
The digital economy continues to evolve at a fast clip. New technologies are being introduced nearly every month. Startups are ascending while long tenured organizations suddenly find themselves on shaky grounds. New services and product introductions are falling flat. Making the pursuit of understanding why customers are buying or not buying most difficult for many …
How To Gain Deep Insights Into New Customer Buying Behaviors Read More »
In a recent interview, one of the world’s most compelling management consultant, Tom Peters, responded to a question related to what is missing from today’s discussion about management. In classic as well as vintage Tom Peter fashion, he responded: “My real bottom-line hypothesis is that nobody has a sweet clue what they’re doing.” He went …
Beyond Predictive Marketing: Planning With Persona-Based Strategic Narratives Read More »
Many of us have heard of the term tunnel vision. It is usually described or defined as follows: The tendency to focus exclusively on a single or limited goal or point of view. We have seen extreme points of views in every walk of life. From politics to religion and everything in between we have …
Creating satisfying interaction experiences for buyers today is proving to be more complex than most organizations had guessed. Various surveys and reports continue to put satisfaction with content and information at or below 35% range. The translation for me, when factoring in the qualitative interviews conducted with buyers over the past year, is not only …
To The Modern Buyer, The Human Experience Is Everything Read More »
Before the turn of the 20th century into the 21st century, a movement began. This movement called for a more user-centered approach, or also commonly referred to as human-centered, to designing products, software, digital interactions, and design concepts. It is rooted in the belief, which is by understanding human goals and behaviors; we can design …
The Future Of Modern Marketing Is Human-Centered Read More »
Every few years, in the sales world, new methodologies come out. Chief Sales Officers and sales leaders struggle with balancing the hype with worthwhile adoption. In the past two years, the latest of these is The Challenger Sale based on survey-oriented research conducted by the Corporate Executive Board. The survey conducted and given to sales …
