Collecting information about website visitors, a standard practice in B2B marketing, is now becoming available to consumer marketers. I recently had a chat with Karl Van Delden, who heads product…
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Prospect Experience Marketing: Find the Gold in Your Lead Generation Program
I recently caught up with Dan McDade, longtime B2B practitioner in lead qualification and nurturing. I’ve been a fan of Dan’s for years. Having sold his call center business to…
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Why Customer Experience Matters Most for B2B Marketers
The biggest mistake that many companies make in their B2B sales and marketing activities is the way they fragment or silo different touchpoints in the customer journey among disparate functional…
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The 10 most fascinating people in B2B marketing in 2018
The top reason why I love my work is the fascinating people I have the privilege to meet. I’ve always thought B2B marketing attracts unusually interesting professionals. People who see the potential,…
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Three annoying things about B2B marketing
I’m always running around saying how much I enjoy B2B marketing, because it’s complex, high ticket, and the results can be really satisfying. That’s all true. But sometimes I find…
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What B2C marketers can learn from B2B
There’s a lot of talk in the B2B world about what we can learn from consumer marketers. We need to treat business buyers as individuals, with their own personas, analyze…
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Why B2B marketers should care about B2C marketing
I know that many people specialize in either B2B or B2C marketing, but I have done both in my career, with more emphasis on B2B. I am glad that I…
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Keeping up with ABM: Tips from the FlipMyFunnel conference
I attended my first FlipMyFunnel conference this month, and picked up some fresh insights into Account Based Marketing (ABM). I’ve explored ABM before— with interviews here and here, for example. …
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Attribution: The secret sauce of digital marketing
One thread that binds my career is top-of-funnel content. I’ve co-written two books on the importance of early-stage content and how to identify and capitalize on those opportunities. I’ve also…
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Automating your marketing through the B2B customer journey: an interview with Rich Herbst
The other day, I had the chance to meet with Rich Herbst, founder and managing partner of Ascend Marketing, which is based in Dallas and Austin. Rich agreed to discuss…
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