I’ve been noticing some ironies in the world of B2B marketing lately; you know what I mean. When the common wisdom is one thing, but the reality is another. I…
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Deepening B2B customer relationships with “the funnel beyond the funnel”
I’ve long observed that B2B marketers focus too much on lead generation, and not enough on current customer expansion and retention, which is, after all, where the bulk of profits…
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The emerging challenges for managing brand risk
Last year was a watershed year for business and our society, where rising populism, Trump’s polarizing accusations, and various socio-economic trends have made the topic of “brand risk” a top…
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Use Partnership Capitalism to raise everyone’s success, lead markets and grow profits
Lesson for leaders Tech-driven change is accelerating. It increasingly disrupts every industry, business, product, and profession. It is no longer possible to project yesterday’s trends to lead markets tomorrow….
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Tech surrounds us, so use the best of it to succeed immediately
Lesson for leaders We are invisibly surrounded by the world’s best tech. Adding remote control makes it accessible. Then active resources can switch users to what they need in…
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Six powerful B2B marketing tactics you may be missing
There are so many great new techniques in B2B marketing today, it’s hard to keep up. I hereby offer a roundup of ideas that you may have overlooked: IP address…
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How to triple your digital marketing results
What metrics do you use to define digital marketing success today? Clicks? Traffic? Followers? Leads? Sales? ROI? Notice what these metrics have in common: they all require some action on…
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Publishing’s revolutionary breakout: always-on, multi-way connections in Shared Life Spaces
Lesson for leaders Publishing’s plight is clear: continuing today’s publishing platform is a recipe for disaster. Tomorrow is not just another day. A global digital transformation is underway. Publishing’s…
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Connected Consumption is the new customer experience (CX)
Lesson for leaders Today’s marketing is becoming obsolete. It comes from yesterday’s world. Its focus is “find, buy, and deliver.” Now imagine having an invisible 2-way channel inside everything that…
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Getting to ABM: notes from the field
Account-based marketing is a hot concept in B2B these days, but how does it really work on the ground? David Rowe, SVP marketing and business development at Enli Health Intelligence, spoke…
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