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Beware! Thought Leadership is a Double-Edged Sword
There's no safe middle ground with it comes to thought leadership. It's a classic double-edged sword. Great thought leadership makes a positive impact on buyers at every stage of the buying process....
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B2B Customer Experience Still Requires a Human Touch
Customer experience is the new competitive battleground in B2B, and many companies are making big investments to deliver great experiences via digital channels. But, company leaders must remember that...
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Say What? Producers of Thought Leadership Undervalue Its Impact
Business buyers broadly agree that thought leadership content has a significant impact on their purchase decisions at every stage of the buying process. But they consistently rate the impact of their...
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Why You Need to Be Careful With One Feature of the New Demand Waterfall
The new SiriusDecisions Demand Unit Waterfall has received lots of accolades since its introduction this spring, and the accolades are richly deserved. But one of the new demand stages should be...
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Get the Basics Right to Deliver Great Customer Experiences
Today's customers clearly expect great experiences. But most of their expectations are focused on a few critical interactions. What most customers really want is fast and responsive service that...
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How to Make Your Content More Credible, and Why That Matters
Credibility is the single most important attribute of great marketing content. Effective content must also be relevant and valuable, but if potential buyers don't see your content as credible, they...
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Surveys Show the Growing Commitment to Sales Enablement
SiriusDecisions recently published the results of its 2017 Sales Enablement Study. The 2017 research was based on a survey of 250 B2B sales enablement professionals representing 45 industries. This...
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Research Says "Bullies" Dictate Most Buying Decisions
The conventional wisdom is that B2B buying decisions are made by buying groups that must reach a consensus. New research says the conventional wisdom may be wrong.A recent study sponsored by...
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New Research Shows the Evolution of B2B Content Marketing
Last week, the Content Marketing Institute and MarketingProfs published the first report relating to their latest annual content marketing survey. B2B Content Marketing:Â 2018 Benchmarks, Budgets, and...
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How Will You Grow in 2018?
With the fourth quarter of 2017 now underway, many B2B companies have already started their planning for 2018. Over the next several weeks, senior company leaders will be evaluating how their business...
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Look First to Existing Customers When Selecting ABM Accounts
Account-based marketing is often described as an effective way to acquire new customers. And that description is accurate. But ABM is also a powerful tool for growing relationships with existing...
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What Sales Needs from Marketing
The business case for marketing-sales alignment has never been more compelling. According to the Aberdeen Group, companies with strong alignment grow revenue at a 64% greater rate than less aligned...
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Why ABM-ers Need to be Proficient at SAM
In an earlier post, I explained why most companies should look first to existing customers when selecting ABM accounts. There are two main reasons for giving priority to existing customers. First, many...
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Debunking a Myth About Millennial B2B Buyers
In 2015, Millennials became the largest generational cohort in the US populationand the largest generation in the US labor force. Research studies by the IBM Institute for Business...
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Why Sales Content Management Needs More Work
There's no longer any doubt that content has become the currency of marketing and sales for virtually all kinds of B2B companies. According to the latest content marketing survey by the Content...
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Research Says B2B Buyers Want Strategic Partners
For decades, the basic approach to B2B marketing and sales has been to identify a prospect's "pain points," and then demonstrate how your product or service can alleviate the pain. New research now...
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Two Ways to Boost the Impact of Personalization in 2018
Delivering outstanding customer experiences has become a primary strategic objective for both B2B and B2C marketers. In the 2017 Digital Trends report by Econsultancy (in association with Adobe),...
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Why Proving the Impact of Marketing is Difficult
For several years, marketing leaders have faced growing demands from the C-suite to prove the value of their activities and programs. Marketing accountability has become the mantra for many CMO's, and...
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Why "Handle With Care" Should Be the Watchword for A.I. in Marketing
Artificial intelligence has been one of the hottest topics in B2B marketing in 2017. The hype surrounding A.I. and related topics, such as machine learning and predictive analytics, has been almost...
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The Key Attributes of Thought-Leading Brands
There's no longer any doubt that thought leadership content is having a major impact on B2B buying decisions. Several recent research studies have shown that business buyers are consuming more thought...
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