B2B lags in digital. In some places more than others. Some B2B companies love their tried-and-true strategy. They have always gone to market with big trade events, airport advertising, and…
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SearchChat Podcast: Making Companies More Human with guest Mark Schaefer
In this week’s episode of SearchChat, we interview Mark Schaefer, co-host of Marketing Companion Podcast, on what it means to make companies more human. What does he reveal? That the…
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Five ways business buying is changing: Ignore these at your peril
If you’re a B2B marketer, especially a services provider, your environment is about to be upended. Customers are changing, and so are the ways they buy. I’ve been struck recently…
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The Challenge of B2B Personalization
Since the beginning of the year, I’ve had 147 conversations with B2B marketing leaders. These aren’t sales calls. I’m not pitching anything. They’re conversations about the issues that are top…
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What’s up with B2B Marketing in Argentina
I was teaching B2B digital marketing to master’s degree students at San Andres University in Buenos Aires again this summer. The students were pretty enthusiastic about the concepts and tactics…
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How to Turn Anonymous Website Visitors into Leads
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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