Guest Contributions by B2B ExpertsThis blog consists of the very best articles and blog posts we’ve curated from B2B experts across the web. These posts cover a wide variety of B2B business topics, however, we will ensure the focus remains on how great marketing B2B processes and programs lead to revenue growth – and insight on actions you can take to realize those improvements.
Note: Click here to hear an audio version of this article. Do you know when it’s time to bring in an outside Marketing expert? Maybe this story helps illustrate the point. Not very long ago, Mark, my husband, started limping. When I asked him what was wrong, he said his knees were bothering him. For […]
A Survival Guide for Marketing Execs – Part 2 of 3 Many companies go through a growth phase when they become sales-driven, resulting in a very strong sales culture from the top down. If not carefully balanced, that culture can become so dominant that it hinders the development of other functions which are essential to […]
The purpose of Marketing plan is simple – to create a navigation and communication tool that serves as a road map for finding, keeping and growing the value of customers. Because Marketing is about creating customers, your Marketing plan must be customer centric, that is, it must focus on how to maximize the value to, […]
A survival guide for marketing execs – Part 1 of 3 Everyone is in Sales! Of all the teams in a typical high-tech company, Sales seems to be the only one with its own slogan. (Have you ever heard the VP Development exclaim that “everyone is in programming!”? Or the CFO start his monthly cash review […]
Strategy is fundamental to the success and sustainability of all organizations. It is about seizing opportunities and knowing which not to pursue, all while mitigating risk. Develop a Marketing strategy that stands the best chance of delivering on your current and FUTURE performance, productivity, and profit targets. A good strategy is designed to drive long-term […]
In the iconic movie classic, Field of Dreams, Ray Kinsella hears a voice that insists that “If you build it, he will come.” Acting on instinct, Ray builds a baseball field in his backyard Iowa cornfield. As we find out much later in the movie, the calling Ray felt had bigger implications than just the […]
Has this ever happened to you? You offer a perfectly good, logical solution that meets your buyer’s needs. But the buyer says “no.” It just doesn’t make sense. Stupid buyers… Or maybe it’s not that buyers are illogical, stupid, fickle, or wrong. Maybe you aren’t solving the problem they want to solve. Maybe you’ve allowed lazy […]
Welcome to the new age of marketing, where the ads are highly targeted and the content overflows. If you’re a seasoned marketer who finds yourself stuck in old-fashioned methods, it’s time to shake things up and get your business back on the cutting edge. We’re here to help you get hip to what’s happening on […]
Marketing’s role in customer experience leadership can be powerful, especially if it’s managed holistically. Step back and think about what makes or breaks great experiences for yourself as a customer. For products or services you buy for more than $100 a month, pick one where you’ve switched brands, and answer this quiz: What was most […]
“I saw the angel in the marble and carved until I set him free.” Michelangelo I’ve been re-thinking the practice of writing messaging briefs. A traditional brief summarizes the ideas essential to a pitch, a campaign, or a program: who is the target audience? What is the problem to be solved? What is compelling about […]