Business buying is changing, and marketers must change with it—fast. I take inspiration from Brent Adamson’s new article in Harvard Business Review, with the provocative title, “Traditional B2B Sales and…
Read MoreB2B marketing
B2B marketing is all about leads. So why bother with branding?
OK, I’ll admit it. I am a demand gen marketer. My entire B2B career has been about leads—lead quality and quantity. Measurable marketing communications. Cost per lead. Conversion rates. ROI…
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Consultants Collective Profile: Ruth Stevens
We’re pleased to present our latest featured profile, designed to introduce you to our member consultants, advisors, executive coaches, clients, partners and other extraordinary people. These profiles go beyond the…
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Forget Rewards: Why B2B Loyalty Marketing is Different
Business buyers are highly dependent on their suppliers, for the success of their own businesses. Companies need reliable support systems, services and deliveries—consider the current supply-chain crisis. Once in place,…
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B2B Senior Leadership: It’s Time to Face the Truth About Sales and Marketing
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…
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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,…
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The Secrets to Successful Marketing
How’s that for an attention-getting headline?! I promise, though: it’s not click-bait. I really do think you’ll find my thoughts below to be incredibly valuable to making your marketing more…
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…
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Mitch Ratcliffe on How COVID-19 is Making All Marketing Local Again
Mitch Ratcliffe is a business, product and content marketing leader with 35 years of experience in local media, technology marketing, online and broadcast publishing. Among the successful businesses he’s helped launch…
Read MoreNew Video Content on a Budget
It use to be that businesses could set their video budget by committing to a fixed number of productions with a cost estimate for each. In the event of a…
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