There’s a lot of talk in the B2B world about what we can learn from consumer marketers. We need to treat business buyers as individuals, with their own personas, analyze their digital buyer journeys, and use social media to communicate with them. And how to speak to buyers like humans, with messages that both inform […]
I’ve long observed that B2B marketers focus too much on lead generation, and not enough on current customer expansion and retention, which is, after all, where the bulk of profits lie. When asked, the typical B2B marketer will say that 80 to 85 percent of their effort goes to customer acquisition. This is a mistake. […]
The following is reprinted by permission from Ruth P. Stevens. You can view the original post here. Too often, these days, I am hearing B2B marketers mouth claims like “We got this new [fill in the brand] automation tool, so now we can reduce headcount.” Or, “Once this automation system is installed, it will take […]