The ‘Silver Bullet’ Syndrome in B2B Marketing
It is natural to look for the ‘silver bullet’ – the simple solution to a complex problem – but it seems that in business-to-business marketing… Read More »The ‘Silver Bullet’ Syndrome in B2B Marketing
Data Strategy
Data Strategy
It’s a Dirty Job, But Someone’s Got To Do It – Marketing Operations!
Enabling growth by bringing people, process, data and systems together Introduction 10 years ago, Scott Brinker, the doyenne of the marketing technology industry, wrote his… Read More »It’s a Dirty Job, But Someone’s Got To Do It – Marketing Operations!
Timely Engagement with Buyers Drives Sales Funnel Conversion
Introduction Before ABM; before all of the other B2B marketing catchphrases reinvented by technology vendors – ‘customer experience’, ‘content marketing’, ‘sales enablement’ – there was… Read More »Timely Engagement with Buyers Drives Sales Funnel Conversion
Identifying Buyers and Influencers in B2B marketing
Introduction Arguably the hardest part of B2B marketing is understanding the audience you serve. While, in FMCG (fast-moving consumer goods) marketing, companies will differentiate target… Read More »Identifying Buyers and Influencers in B2B marketing
5 Ways to Kill Off Your B2B Marketing Automation Project
Recent experience has reminded me that, as we in B2B seek to implement enterprise-class tools to support our marketing efforts in demand generation and sales… Read More »5 Ways to Kill Off Your B2B Marketing Automation Project