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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How do you sell when your buyers can’t buy? Mounting dysfunction in the B2B buying process
Everyone is aware that B2B buying is complex. It involves multiple parties over long decision-making cycles. In a large enterprise, this can take months, if not years, and involve dozens…
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B2B marketing lessons from Michael Brenner
I listened to Michael Brenner recently give a keynote talk to B2B marketers at the MeritDirect Coop client conference, and picked up scads of great insights, tips, and strategic wisdom…
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Now is the time to fix your LinkedIn profile—here’s why
Have you been meaning to update your LinkedIn profile and just haven’t gotten around to it? You’re not alone, and I hope this article will lead you to rethink that…
Read MoreAre your marketing personas your sales market segments?
Marketing is supposed to lead to sales, right? So why is it that we marketers sometimes throw up unnecessary impediments to selling things? I’ve talked in the past about how…
Read MoreAutomotive: an industry ready for advocacy and experience innovation
Recently, my study and practice of Content Marketing has caused me to reexamine my years in automobile retail marketing and OEM branding offline. While I maintain some contact with the…
Read MoreStop over-complicating your customer information
I’ve spent a lot of time recently working with smart marketers that are unfortunately making marketing a lot more complicated than it needs to be. I’ve seen incredibly difficult “best…
Read MoreSegmenting Your Content Marketing
This webinar is about how to make your content different from your competitors. Maybe you’ve jumped on the Content Marketing bandwagon, but are finding it rather crowded. If everyone just pumps…
Read MoreHow to create a B2B content audit
In the B2B marketing world, content is used primarily to 1. Attract new prospects, and 2. Develop the relationship over time until the prospect is ready to see a salesperson,…
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