Effective B2B Marketing Leaders Do This

By on November 16th, 2015

Technology plays a critical role in the success of today’s marketers. Marketers use technology to help us make smarter decisions, execute more effective campaigns, and drive more revenue. But with so many new technologies rising up every day, how does a marketer decide which tools, channels, and metrics to focus on to improve marketing performance and grow their business? Pipeline marketing may help with this challenge. What is Pipeline Marketing? Pipeline…

Carlos Hidalgo On His New Book Driving Demand

By on October 23rd, 2015

This week my good friend Carlos Hidalgo released his first book called Driving Demand. According to Carlos: The book is a guide for B2B marketing organizations that want to transform, but simply are perplexed by how to change. Driving Demand discusses how to first change the marketing and sales culture as well as how to align people, process, content, technology, and KPIs to the buyer in order to effectively execute demand generation.…

The Old Demand Generation Model Versus The New

By on September 1st, 2015

Many Companies still feel that the optimal approach for generating revenue is to have the Account Executive be responsible for managing the data, hunting for prospects, qualifying the prospect, presenting and closing. This outdated concept is not only ineffective but results in an anemic pipeline as well as lower revenues. The main reason companies are hiring account executives is to close business. Often these AE’s come with extensive sales training…

The Role Of Emotions And Goals In B2B Buying Decisions

By on August 28th, 2015

For most of the past few decades, leading up to the advent of the Internet and digital technologies in the 21st century, there has been an accepted paradigm regarding B2B buying decisions.   This paradigm consisted of an unquestioned notion that B2B buying decisions were disciplined, rigorous, process-based, and rational.   In essence, a prevailing belief B2B buying decisions were exclusively very rational and based on comparative options. This is truly not…

Why Email Marketing Trumps Social Media

By on August 24th, 2015

To acquire customers, does your marketing focus more on social media than email? Consider this: Email is 40 times more effective than social media. Social media tends to suck all the oxygen out of the room. Long after email marketing was a staple of most marketer’s toolkits, social media as a marketing tactic burst on to the scene and continues to dominate the attention of marketers. And with good reason.…

3 Steps To Waltz Your Way To Lead Generation Success

By on August 19th, 2015

Are you overwhelmed with all the elaborate moves in the lead generation buyer-seller dance? Don’t be – here are the three recurring steps to perform. The waltz is one of the most beautiful and admired of all ballroom dances. To the neophyte dancer, the waltz, like many dances can seem complicated and difficult to perform. However, the waltz is essentially three steps. Anyone who has ever tried to waltz should…

4 Tricks To Master The Magic Of Modern Lead Generation

By on August 17th, 2015

Do you want to generate more leads from buyers shopping only on price –OR– from prospects looking for your help? If it’s the latter, here’s how. It’s no secret that the nature of lead generation and sales is changing. For a long time, salespeople could generate a lot of their own leads and then guide prospects through the buyer’s journey before closing the sale. The salespeople were involved early on…

You Can’t Get Here From There

By on August 13th, 2015

Remember the days when a road trip involved an honest-to-goodness map? There was perhaps a bit more adventure in hitting the open road when your navigating skills were put to the test, as opposed to your network coverage. No matter which way you prefer to navigate the open highway, the critical ingredient is the birds-eye view of your route from point A to point B. From there you can see…

You May Be Surprised At The Biggest B2B Marketing Responsibility Of 2016

By on August 11th, 2015

You May Be Surprised at the #1 B2B Marketing Responsibility of 2016. In a recent survey conducted by ITSMA, business-to-business (B2B) marketers worldwide expect that understanding buyers will be their #1 responsibility in two years (85%). Managing “marketing technology tools” and “market/competitor analysis” round out the top three marketing duties predicted for 2016, representing 76% and 75% of respondents, respectively. Of course, with a staggering amount of technology available to…

Goal-Directed Decision Making Drives B2B Buying And Selling

By on August 7th, 2015

Business-to-Business thrives on the simple basic principle of buying and selling. With all the hoopla over the past few years regarding digital technologies and social media, it is easy to lose sight of this most basic principle, which has existed for centuries.  The impact of digital and social technologies on the nature of buying and selling, however, cannot be understated.  They have changed how businesses interact and engage in the…