I recently participated in a LinkedIn comment thread posing the question of whether B2B or B2C marketing was more fun. Naturally, this sparked a spirited dialogue. As a long-time B2B marketer, I have immensely enjoyed my profession, but it has its challenges. You have to work hard to locate, communicate with, and engage, B2B prospects. […]
I recently enjoyed an article titled, “Which Types of Content do B2B Tech Buyers Respond to Most?” The article is worthwhile because it provides a picture of how B2B buyers are now accepting and utilizing content as part of their buying journey. As the article so rightly points out, it’s not how much of it […]
Daniel Heimlich posted the following photo on his LinkedIn page. Not sure who the conference speaker was, but the five statistics represented on this slide — from well-respected organizations like Forrester Research, IDC and Harvard Business Review — are a good representation of how B2B prospects are behaving on their “buying journey.” I’ve seen many […]
What problems are your buyers looking to solve? Like you, I’m frequently bombarded by online ads and self-promoting emails from companies trying to convince me to buy their products. The drumbeat of self-promotion is incessant. And like you, I ignore the vast majority since they’re not relevant to my current business needs.
When challenged, we humans have a tendency to resort to the known and familiar path (not taking “the road less traveled”). And in the B2B arena, this can often mean figuring out a way to sell faster, harder, more aggressively, etc. This can mean upgrading sales skills, hiring more sales people, changing comp plans or […]
There are hundreds of articles, blogs and papers on the subject of finding B2B prospects. The conversation goes something like this: “Let’s find out where our prospects hang out and sell them something.” This is the essence of push marketing. On the other hand, we practitioners of pull marketing (or inbound marketing, if you prefer) […]
Okay, it’s time for a little honesty. How many of your potential buyers want to hear from you on an unsolicited basis? How many are glad that you called when they weren’t expecting to hear from you? How many are happy that you keep sending them email after email until they finally click on the […]