The yawning gulf between sales and marketing is a fact of life in B2B companies. We all know this. We struggle to meld the cultures. We talk about the need…
Read MoreRuth Stevens
Why B2B Marketers Should Try CTV Advertising
Over the last couple of years, Connected TV, via channels like Hulu and IMDB, has emerged as a productive new advertising medium. CTV offers two key benefits: precise household-level targeting,…
Read MoreMust-Attend B2B Marketing Conferences for 2021
The conference and event business is slowly getting back its footing, with a lively combination of virtual, in-person and hybrid events ahead. It’s been a long haul. But vaccinations and…
Read MoreHow to Find B2B Prospects Worldwide
Do you know of a growing B2B company that sells only domestically? I can’t think of one. U.S. producers of products and services for other companies and institutions are highly…
Read MoreHow to Perfect Your B2B Marketing Message
We often think of marketing messages as springing from serendipitous breakthroughs, big ideas that come in a flash of creative brilliance. And that may be true, sometimes. But like many…
Read MoreDon’t Be a Jerk on LinkedIn
LinkedIn is one of the greatest business tools ever, but it can be misused—even abused. Your reputation is perhaps your most valuable business asset. So your behavior on LinkedIn must reflect…
Read MoreWhy Distribution Strategy is the New Frontier of B2B Marketing
Distribution strategy, despite being one of the fabled 4 P’s (“Place”), has traditionally been outside the direct purview of B2B marketers. It’s time for a change. The severe disruption in distribution value…
Read MoreThe 10 Most Fascinating People in B2B Marketing in 2020
B2B marketing quickly adapted to the challenges of the global pandemic, thanks to the many talented people who have chosen business markets as their professional focus. I am pleased to…
Read MoreHow to Become a College Professor with What You Know
For more than 20 years, I’ve been happily teaching marketing part-time as an adjunct professor at various business schools in New York and abroad. It’s a satisfying late-career pursuit, so…
Read MoreSix Ways to Connect with your B2B Website Visitors
Website visitors are among your most valuable prospects. They have found you, searching around for a solution. They’re clearly interested in your category and it’s very likely they are in…
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