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B2B marketing
35 posts
Six Ways Marketing Leaders can Collaborate with Tech
Technology leaders want a strong Marketing partner. They look to Marketing to be articulate, visionary; to build a…
How Long Should Your Marketing Copy Be?
Should your online marketing copy be long or short? Yes! You’ll find no shortage of perspectives when searching…
Listening is a Misunderstood Part of Marketing
Actions speak louder than words, which is why “listening” to what your prospects and clients do can be…
The Acquisition Algorithm: A Formula for Better Customer Loyalty
Personalized loyalty has the potential to drive customer lifetime value (CLV) in a significant way, but to do…
Marketing is Not the Same as Medicine
I read something recently about “the doctor method” of positioning yourself as an expert. If I understand it…
The Emotional Anatomy of Customer Experience
If emotions are that important to the customer experience, then certainly you must be measuring them, right? Ready…
Using Motivation, Message, and Metrics to Create Marketing Muscle
I’ve been out on the podcast and radio show circuit for the past few months supporting my book.…
How a Buying Group Marketing Strategy Puts the B2B Decision Makers Front and Center
BGM focuses on finding and engaging on buying group members - meaning the key decision makers inside your target organizations - and on monitoring their engagement and sentiment for actionable insights.
Marketing Doesn’t End When You Think it Does
If marketing starts when you click “publish” on a piece of content, “send” on a new email, or…
5 Reasons Companies Should Re-prioritize Marketing Efforts Right Now
In times of economic confusion, it may seem tempting to stash away your marketing budget and retreat to…
Fresh Ideas for B2B Marketers
It was such a pleasure to schmooze and learn at B2BMarketing.net’s Ignite conference in Chicago in late May. Felt like…
B2B Marketer: Getting to Expert
Serving as an expert witness in a legal case is an exciting and challenging opportunity for professionals who…
D&B Outlook – Unpacking the 9th Annual B2B Sales & Marketing Data Report
Dun & Bradstreet recently released their 9th Annual B2B Sales & Marketing Data Report which is designed to…
AI-Powered Marketing Requires Your Prompt Attention
Somewhere between the “greatest thing since sliced bread” hype and the doomsday scenarios where we all wind up…
5 B2B Marketing Trends And Tactics For 2023
Here are the top B2B marketing trends that are shaping B2B marketing in 2023. Go through them carefully…
Less Data, More B2B Marketing Muscle
As I kick off my new column here with The Customer. Each month I hope to offer you…
What’s New in B2B Marketing for 2023
Here’s a round-up of new ideas and trends I’m seeing in B2B marketing, to help us plan for…
New Trends in B2B Conferences and Events
As organizers return to in-person, they are finding new ways to attract and engage attendees. Here are some techniques I’ve learned of recently that I know you will find inspiring.
B2B Marketers Go for a Win with Customer Retention
The biggest opportunity in an uncertain market is to focus on convincing customers to stay and customer expansion opportunities.
B2B Podcasters: YouTube is Your Best Way to Attract Listeners
Taking your content to video is the next step. Why? Because that is where your target is. How do I know that? Because EVERYONE is on YouTube!
B2B Podcasters: YouTube is Your Best Way to Attract Listeners
Taking your content to video is the next step. Why? Because that is where your target is. How do I know that? Because EVERYONE is on YouTube!
B2B Marketing Conferences 2022-2023
Thanks to eager pent-up demand, B2B marketing conferences are making a welcome comeback. Here’s the line-up for the fall of 2022, and into 2023.
Improve B2B CX with Revenue Enablement
"I concluded that relying more on first-party data is right but that we are looking in the wrong places for it. That we are not leveraging our daily interactions with clients enough."
Big Ideas from Two Early-Summer B2B Marketing Conferences
Two-thirds of our marketing is occurring without us, via friends, colleagues and influencers. And that may grow closer to 90% soon. We need to build authentic stories, not ads. Build belonging and community.
7 Ways to Better Utilise your Marketing Automation Platform
Gartner analyst shares a range of practical measures B2B marketing leaders can take to lift their utilisation of martech.
Setting Targets for Your Marketing KPIs Basically Ruins Them as KPIs
“Any observed statistical regularity will tend to collapse once pressure is placed upon it for control purposes.”
New Developments in B2B Marketing
“Traditional B2B Sales and Marketing Are Becoming Obsolete.”
B2B Marketing is All About Leads – So Why Bother With Branding?
Let’s remind ourselves that brands aren’t built by marketing communications alone.
How to Fix B2B Buyer Personas
A half-hearted or misguided attempt to build buyer personas is not worth doing. Just forego the whole thing if you think there’s an easy button.
Ruth Stevens’ Ten B2B Trends to Watch in 2022
The last time I dared to compile a set of a year-end predictions was pre-pandemic, going into 2020. Astonishingly, many of them turned out to be true, or mostly so.
Marketers Need a Mindset Reset for B2B Personalization
B2B personalization is actually much simpler than how we’re approaching it.
How to Build Partner Personas for Channel Marketing
How can they benefit you and just how do you go about building this so-called ideal partner persona?
Why the Sales Funnel is the Cockroach of Marketing Concepts
The now ubiquitous sales funnel started out as the linear and hierarchical ‘AIDA’ model (Attention, Interest, Desire, Action) which first gained traction in the personal, door-to-door sales era of the late 19th century as a way to teach salespeople how to push buyers towards a sale in a single conversation.
How to Improve B2B Sales and Marketing Alignment
Here are 5 ways you can create a culture of alignment between sales and marketing in your organization.
The New B2B Marketing Journey
In today’s new era of B2B marketing, we need to adapt and shift our mindsets toward the buyer’s process. And that process must be connected, aligned, personalized and responsive to how buyers choose to make their purchases.