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.
The CEO of a large international corporation was asked, “How do you select your professional advisors: lawyers, bankers, auditors etc? Is it their track record, industry expertise, technical know-how, product innovation?” The response was telling. “I take all that as a given. In a world where products and analyses are commoditised, I look for […]
Your boss doesn’t like how the website looks. Colleagues continually point out your competitors’ digital presence is on the bleeding edge (whatever that means). And the CEO won’t stop demanding a new site that “does SEO” and “is social.” So you begin gathering site requirements, scheduling calls with web agencies, and tinkering with your budget. […]
Are you responsible for measuring the progress in improving customer experience? If yes, I’m sure you needed to come up with a rationale on which metrics to choose for this: Is it an all ubiquitous Net Promoter Score (NPS), the traditional customer satisfaction CSAT, or a more recent invention Customer Effort Score (CES)? Is one enough […]
Addressing personal values matters in B2B marketing — more than most might think. In fact, research from Motista and ThinkGoogle shows that B2B brands have more emotional bonds with their customers than B2C brands. Their findings, which involved researching more than 3,000 brands, showed that B2B brands had emotional connections with around 50% of their customers and […]
What would you think of a front line manufacturing manager failing to address problems that consistently cost millions of dollars in scrap and rework (not to mention customer sat problems because of missed deliveries)? Or an engineering manager that missed product launches that caused millions in lost revenue? Most people would say these are real […]
Today, I’m writing specifically to sales leaders, though the myth of more applies to anyone in sales. We are about to start a New Year, and I’m wondering…will your team hit this years’revenue goals or not? If your answer is yes, congratulations! You can stop reading. No. Wait. Read on because there are lessons to […]
Addiction to acquisition of customers is taking a toll on customer experience ROI. Did you know that 1.8 trillion dollars lost through customers switching suppliers every year in the USA is equivalent to the GDP of Canada or Italy? This is almost as much as the combined valuation of Facebook and Google ($2.1 trillion). Forty-four […]
The time seems right to take a moment and reflect on the evolution of the Marketing Operations (Ops) role. Only a few years ago, the scope was typically Marketing project management and/or Marketing governance. With the increased pressure on Marketing to measure its value and contribution, Marketing Performance Management (MPM) and be more agile, the role of […]
Three Business Health Problems Your B2B Sales Organization is Telling You It would be great if sales whispering was talking to your prospects just right so they magically purchase. In actuality, it is a bit more introspective: Listening to and recognizing the hidden problems of lost deals, stalled engagements, wasted effort and reactivity in your […]
As sales people, our goal is to become the “go-to” resource for our customers in helping them solve their business problems. We want to position ourselves as trusted advisors to our customers. But customers aren’t responding, increasingly, they rely on other resources for help in solving their business problems. CSO Insight’s 2018 Buyer Preferences Survey […]