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…
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Creating a Great Email Marketing Program
Great email marketing isn’t about that one (mythical) killer message. It’s about an on-going program that connects you to your target audience in relevant ways as they make their way…
Read More12 tips for successful lead qualification
B2B marketers understand the importance of qualifying a lead before it goes to a sales person, but sometimes the qualification process can get tricky. Today, most established companies assign the…
Read MoreProspect 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…
Read MoreAre You Looking Deeply Enough Into Your Digital Marketing Analytics?
We get it: digital marketing analytics can be by turns annoyingly opaque and jaw-droopingly obvious. With a little effort and perhaps some outside help, you can eliminate those frustrations by…
Read MoreThree 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…
Read MoreWhat influencer marketer Kristen Matthews wants from clients and creators
Over the last two weeks, I have discussed what clients want and expect from influencer marketing and what influencers want and expect from influencer marketing, each according to influencer marketing guru and creator relations…
Read MoreCan you do top-of-funnel marketing automation without CRM?
If you’re a small or medium size business selling to consumers, you probably want to both automate and personalize your marketing campaigns. The solution, of course, is marketing automation linked to…
Read MoreThe B2B marketing ironies of our time
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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