Achieving competitive superiority is one of the overarching goals for B2B business organizations. Doing so is no easy endeavor. It involves keeping one step ahead of competitors as well as building strong customer loyalty. Many factors contribute to achieving this goal. One important factor is the ability to predict and to see the road ahead. …
B2B buyers are about to enter new territory. Giving B2B CMO’s and CSO’s new challenges as they strive to keep pace with evolving buying behaviors. The “always on” nature of consumerism has bled over to B2B. Unleashing a new powerful element in the ongoing buyer revolution. We are about to enter an era of the …
If you put yourself in the shoes of a customer as a listener instead of the messenger, you might find a noise you do not like. Perhaps it is a loud constant humming sound. Five competing companies sounding like a meditative chant. Yet there is no escape as a listener. In the shoes of a …
4 Ways To Differentiate With B2B Audience Messaging Segmentation Read More »
Attempts to keep up with changing buying behaviors are very much like a car chase scene in an action packed movie. Just as we are about to catch up with the buyer, new technology accelerates buyer progress. Creating an ever present need to gain insight into newly forming behaviors on the part of buyers. Otherwise, …
The pace of change is accelerating. Last year, most Chief Marketing Officers faced the tasks of making significant changes to how marketing operates. Soaking in one buzzword after another as they try to make sense of the changing world swirling around them. While the whirlwind of change will continue, CMOs will begin to sharpen their …
4 Initiatives Chief Marketing Officers Must Get Right In 2014 Read More »
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 …
CMO 2014: Brand Experience Will Matter First Before Content Marketing Read More »
During the past two to three years, there has been much focus on understanding the buying process, buying cycles, or as some call it – buyer’s journey – of buyers. Due to shifts in buyer behavior towards research and evaluation before sales interactions, we have seen the idea of mapping content to buying stages and …
How the world has changed. Yet, how things remain the same. One thing remaining the same is the gap. And, how the gap is filled. What Is The Gap? Customers and buyers, no matter the market or industry, are in constant motion to fill the gap. You see, they have a gap between what is …
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 …
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 »
