Actionable Insight for Leaders in Marketing, Sales, and Customer Service
If branding works on consumers, shouldn’t it work on B2B buyers?read more
There is a necessary difference between content marketing and native advertising. So when the Wall Street Journal ran a post claiming the two to be the same, Joe Pulizzi, the founder of the Content Marketing Institute, penned a thorough post clarifying the difference.
From a strategic standpoint, we can now use sales and marketing analytics to help us determine what areas of sales enablement are most needed when mapping out the best processes for each company’s sales and marketing machines.
My newest research includes a simple question for executive respondents: What are the most frequent reasons why your team loses deals? Interestingly, the most popular results were a dead heat between the standard – yes, price – and the unexpected: “Failure to diagnose or control internal politics in our buyer’s organization.”
In her recent study on video marketing, the Aberdeen Group’s Chief Content Officer, Maribeth Ross uncovered a few interesting correlations between adopting video for content marketing, and improved overall performance.
A refined sense of self-awareness or personal reflection is not traditionally associated with the kind of personas attracted to, and successful in, the B2B selling arena.
As customer touchpoints multiply with the never-ending emergence of new delivery channels, B2B organizations are recognizing the critical role of a clear, credible, compelling and consistent brand —and, therefore, the critical role of a capable CMO.