Exceptional B2B MarketingJoin us for actionable business-to-business insight that will help you get B2B sales and marketing results. You will find many valuable ideas here across a broad spectrum of B2B marketing topics and issues.
Unlocking the secrets of customer loyalty Customer loyalty (CL) should be the number one focus for CEOs and business owners interested in stabilizing, generating, and predicting revenue. It’s a sound strategy when you look at the stats on loyalty ROI. According to a recent study conducted by Astute Solutions, “Research shows that loyal customers are […]
Lots of sales reps and marketers are crossing their fingers hoping for a strong end to the quarter. They have been pushing offers and content and communicating as often as they can – without turning off their prospects. Laments ring out: Why can’t anyone make a decision? What are they waiting for? Why won’t my […]
The relationship between marketing and sales is so crucial to a company’s success yet it is often less than ideal. In my company, we get to work with a fair number of CMOs and CSOs and while they are usually great at their individual jobs, they need to work together well to drive the revenue […]
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 […]
A big factor in the entire lead-to-revenue (L2R) process is making sure that you start with the right marketing and sales model. In our initial engagements with B2B clients, we are sure to ask them the types of questions that let us know whether their go-to-market model needs just a tune-up or a complete overhaul. […]
Most companies (including 90% plus of B2B companies, utilize website marketing as part of their lead-to-revenue (L2R) process. Whether you use your website for creating awareness, educating prospects, generating leads or selling directly (e.g. via eCommerce) – you need to maximize its efficiency and effectiveness. At our company, we get to see and make recommendations […]
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 […]
In my column for CustomerThink last month titled, My Love/Hate Relationship With Sales and Marketing Technology: 6 Lessons Learned, I talked about the reasons why so many of us have been frustrated with sales and marketing technology. One of the primary reasons is the huge imbalance about what is promised and what is delivered. This […]
“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 […]
This is a follow-up to my last article titled, How to Use Content Marketing to Establish B2B Thought Leadership. In that article I started with the basic and critical question: Can you be an industry thought leader? I then covered some ideas on how to find quality subjects to talk about and create marketing content that […]