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 […]
One of the dilemmas we face as executives, marketers or sales professionals that care about B2B revenue growth, is how to spend our time and money. Should we work on project A, which will take one week to complete and create X value, or should we work on project B, which will take a month […]
Three key customer loyalty metrics to stabilize and improve revenue Over the past couple of months, I have been talking about why Customer Loyalty (CL) is the number one focus for CEOs and business owners interested in stabilizing, generating, and predicting revenue. Research shows that loyal customers are worth up to 10 times as much […]
B2B Customer loyalty and customer experience (CX) Customer loyalty (CL) is the number one focus for many CEOs and business owners interested in stabilizing, generating, and predicting revenue. In fact, “research shows that loyal customers are worth up to 10 times as much as their first purchase.” Your company will tap into these kinds of […]
Okay. I get that the title of this article is a little ambitious. However, there are things B2B marketers can do to achieve better alignment with their sales counterparts – leading to not only better results for the company, but also to better professional and personal relationships. It is all about achieving alignment, in terms […]
Some marketers and business owners believe that the strength of their product or service is what determines success. While this is no doubt true in a few rare cases, most often, even a great product or service has to be marketed properly to succeed. And the best marketing is centered around what we call a […]
Many B2B companies under-appreciate the impact of effective product marketing and its critical role in helping to generate revenue. Perhaps I value it higher because I’ve had a product marketing role at several major software companies and also been responsible for the function as CMO or VP of marketing. In my opinion, the lack of […]