B2B revenue marketing is not new. A couple of decades ago, I was speaking at B2B marketing and sales conferences on the topic of: Bridging the Marketing and Sales Gap. My subtitle was Marketing is from Mars and Sales is from Venus, which I paraphrased from the extremely popular book (at that time), Men are from […]
I recently had the opportunity to share thoughts on a webinar about how digital strategies contribute to organizational objectives with Michael Spinosa, President of Unleashed Technologies. As a fractional CMO, this subject is vitally important to me and my clients and should be to most companies, especially in the B2B space. There are plenty of good […]
Most of can agree that 2020 has been an unusual and troublesome year. A few industries have benefited (online retailers, work from home technologies, video streamers) and some have been hurt badly (in-person entertainment, commercial real estate, gyms, restaurants). Most of the rest of us have muddled along or made some progress. My B2B clients […]
As the CEO of a B2B marketing and revenue growth outsource provider, you would think that I would always suggest outsourcing as the best way to handle your marketing. However, as with much else in life, the answer to the question of Should I outsource my marketing or do it myself? is “it depends.” This […]
The beginning of a new year is always a great time to evaluate the results of the previous year and plan for more success in the coming year. All of us want to achieve our full potential, for both ourselves and our organizations. Yet, many of us don’t reach even a fraction of what we […]
How to Conduct a Quick and Effective B2B Marketing Assessment All of you numbers-focused and results-obsessed marketers understand the importance of the quantitative side of B2B marketing. You measure the number of inquiries, cost per inquiry, number of opportunities, specific media performance, and numerous other details. And if you do this right, you keep your […]
Why you need to be a “pipe”, not a “bucket” marketer. B2B marketers seem to come in two varieties; those with a propensity to act, and those with a propensity to ponder. The former usually have a much higher output than the latter. And yes, they also make more mistakes (guilty as charged here!). On […]
One of the advantages of a long career in any discipline is the ability to look back and see lessons learned over many companies, initiatives and projects. This is why you want to hear your surgeon say that this is their 400th similar procedure, and not: I just graduated and this is my first procedure. […]
A B2B software client was facing declining quarter-over-quarter sales. Their answer was to hire two additional sales reps. Unfortunately, the new reps were expensive and did not get the revenue back on track. After an analysis of the competitive landscape, we diagnosed the issue as a packaging and delivery problem. The company was selling permanent […]
Agile marketing makes marketing departments more effective by using agile software principles that allow marketers to move faster in response to customer-centric needs. Agile marketers work in sprints — focused, one- to two-week projects — under a scrum master in cross-functional teams. In our practice, we have found the fail-test-succeed iterative nature of agile to […]