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Don't Put All Your Faith in Marketing Best Practices
Nearly three decades ago, Michael Porter warned us about the dangers of relying on benchmarking and "best practices" to produce business success. In a landmark Harvard Business Review article, Porter...
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Why B2B Marketers Need to Care About "Opportunistic Learning"
One of the most profound developments in B2B marketing of the past two decades has been the emergence of empowered and independent buyers. When I launched this blog in 2010, my second post was about...
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Beware of the McNamara Fallacy When Creating Your Marketing Strategy
Most of you have probably heard the story about the inebriated man who had lost his house keys and is searching for them under a street light. A police officer comes over and asks what he's doing."I'm...
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[Book Review] A Visionary System for Managing Revenue Growth
Source: John Willey & Sons, Inc."Revenue operations" has been a notable topic of conversation in the B2B world for the past few years.Interest in revenue operations has been increasing because...
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[Research Round-Up] Salesforce Survey Examines the State of Marketing
Source: Salesforce(This month's Research Round-Up focuses exclusively on the latest edition of the State of Marketing survey by Salesforce. The new Salesforce survey is a large global survey of B2B...
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Winning Profitable Growth from New Markets
The ultimate objective of marketing is to drive revenue growth, and marketers understandably focus most of their efforts on increasing revenues from their company's current business.Some companies...
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[Research Round-Up] Recent Studies Reveal the State of Revenue Operations
(This month's Research Round-Up discusses the major findings of two recent surveys addressing the current state of revenue operations. Revenue operations, a/k/a "RevOps," is a management system...
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Why CMOs Need to Become "T-Shaped" Leaders
(Marketing's role in driving revenue generation and growth at B2B companies has never been more important. However, research continues to show that the influence of most CMOs with their CEO isn't as...
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Buyer Insights That Should Guide Your Planning for 2025
With the fourth quarter of 2024 less than two weeks away, many B2B marketing and sales leaders will soon begin planning for 2025. To develop an effective go-to-market plan, it's vital to understand how...
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Is B2B Brand Marketing Making a Comeback?
Dentsu, the global provider of marketing and agency services, recently published the 2024 update to its Superpowers Index study. Dentsu has conducted this research annually since 2021, and the firm...
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Are Your Revenue Generation Programs Targeting the Right Customers?
Source: Shutterstock(This post is an edited/updated version of a post I published early last year. With the fourth quarter of 2024 now underway, many B2B marketing and sales leaders will have started...
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[Book Review] A Pragmatic "How-To" Manual for Revenue Operations
Source: Kogan Page LimitedThe 2023 LinkedIn Jobs on the Rise list identified Head of Revenue Operations (a/k/a Chief Revenue Officer) as the fastest growing job title in the United States. In a 2024...
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[Research Round-Up] New Insights on B2B Marketing and the World's Most...
(This month's Research Round-Up features an overview of the latest "State of B2B Pipeline Growth" survey by Pipeline360 and Demand Metric and a discussion of Interbrand's 2024 ranking of the world's...
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"No Decisions" - Why They Happen and What You Can Do About Them
The quest to understand how people make buying decisions has probably consumed more brainpower than any other topic in marketing and sales. In B2B, we've also devoted a lot of time and energy to...
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It's Time to Change How We Think About Content Marketing
Last month, Content Marketing Institute and MarketingProfs released selected findings from their 15th annual content marketing survey. This survey was conducted between June 25 and August 16, 2024, and...
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B2B Brand Management Basics - Part 1
A few weeks ago, I published a post that asked, "Is B2B Brand Marketing Making a Comeback?" My post was prompted by the release of Dentsu's 2024 update to its Superpowers Index study. The 2024 update...
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B2B Brand Management Basics - Part 2
This is the second in a short series of posts discussing some of the basic principles of B2B brand management. In Part 1, I described the ongoing debate in B2B marketing between the advocates of brand...
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Our 10 Most Popular Posts of 2024
This will be my last post of 2024, and I want to thank everyone who has spent some of his or her valuable time reading this blog. My goal here has always been to provide content that readers will find...
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Looking Back, Looking Forward - 2025 Edition
Source: ShutterstockThe beginning of a new year is what behavioral scientists call a temporal landmark, a date that is more meaningful than others. Temporal landmarks often prompt us to make...
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Why We Need a New Model of B2B Marketing
The marketing model currently used by most B2B companies has significant flaws, and most of the tactics used to improve B2B marketing performance have been only modestly successful. What's really...
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[Book Review] A First-Rate Guide to Optimizing the Value and Performance of...
Source: Content ScienceEffective content has become critical to business success, as companies have faced successive waves of disruptive digital technologies. Therefore, the planning, creation, and...
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The Recipe for Content That Creates Mental Availability
Key TakeawaysIf your company isn't in a potential buyer's initial consideration set, your odds of making a sale are no greater than 17%.*To improve your chances of being included in buyers' initial...
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[Research Round-Up] Two Surveys Take the Pulse of Senior Marketers
(This month's Research Round-Up features two recent surveys that examine the attitudes and plans of senior marketing leaders. While both surveys included B2B and B2C respondents, they provide several...
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Cracking the Code on Strategic ABM Success
The Story of ABMOver the past two-plus decades, account-based marketing (ABM) has evolved from a niche marketing discipline used mainly by large IT services firms to become a core component of...
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[Book Review] How to Build the Strategic Human Relationships that Drive B2B...
Source: Kogan PageAn old business adage states, "People buy from people." Other versions of the adage include: "People buy from people they like" and "People buy from people they trust."Whatever...
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