The Evolving Journey of the B2B Buyer

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 […]

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Marketing Technology – Your Best Friend or Nightmare?

One of the most important enablers of an effective lead-to-revenue framework is marketing technology, which, combined with CRM and a great website, gives you a powerful platform for growing profitable revenue (always the best kind of revenue). And the good news is that there is a proliferation of solutions available, driven by the need for […]

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Why You Need to Pay Attention to Search Engine Marketing

As a B2B or B2C marketer, one of the best ways you can support your company’s sales team and revenue targets is to become better at search engine marketing (SEM), which is sometimes referred to as search engine optimization (SEO). SEM/SEO is a great way to boost your marketing performance in the new year. Best […]

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The Tao of B2B Buying Behavior – Why Emotion Trumps Logic

I’ve always wanted to use the word “Tao” in a blog post because the term has such profound (albeit esoteric) implications. Browse Amazon’s selection and you’ll see many offerings, including the Tao of Leadership, Physics, Dating and Pooh. According to Wikipedia, Tao or Dao is a Chinese concept signifying “way,” “path,” “route,” or sometimes more […]

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Marketing Specialist or Generalist – Which do You Need?

One of my favorite business writers, Bob Bly, published an intriguing article in an October, 2015 newsletter on the topic of whether a marketing generalist or specialist is preferable. Bly opened his article as follows: Robert Heinlein, the great science fiction writer, despised the idea of specialization. “Specialization is for insects,” wrote Heinlein. “A human […]

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The Importance of Processes in Effective Lead-to-Revenue

Component 3 in our recent eBook The Essential Guide to Building Your Lead-to-Revenue Machine is optimized marketing and sales processes. You can read lots of articles and white papers about the various technology options – CRM, marketing automation, sales enablement etc., but in my experience, unless you get the processes right,  even the best people and […]

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For B2B Companies, Selling Better is Not the Answer

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 […]

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