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 […]
“Good questions outrank easy answers” – Paul Samuelson Asking the right questions is crucial to your ability to optimize or turnaround your B2B marketing and sales operations. But even if things are going well, it is a good idea to periodically test your assumptions. Competitors are not standing idle and technologies, channels and customer needs […]
At our company, my team and I have the pleasure of being involved in a lot of content creation, curation and propagation initiatives. Sometimes, a company is new to content marketing and sees the benefits of being a thought leader/branded authority but they aren’t sure how to get there. In other cases, the company has taken […]
Marketing influence is a timeless subject but the ways we capture and communicate are constantly evolving. I originally wrote about this subject in 2011 and updated the material for my 2015 book, Winning B2B Marketing . And whether you are a one-person consulting shop, work for a mega corporation, or anything in between, you need […]
One of the most important decisions to be made when designing a lead-to-revenue (L2R) strategy is the type of B2B marketing funnel model to support your revenue goals. There are lots of permutations but fundamentally, it comes down to a choice between two major flavors: wide or narrow funnel. I’ve talked to CEO’s who want […]