Funnel Marketing
Tips for Facilitating Self-Care in Remote Working Environments If 2020, under Covid, has taught us anything about B2B marketing then surely it is the significant… Read More »People: the Key Ingredient in Successful 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
When, back in 2013, I rolled-out training for the new ,Sales & Marketing SLA (service level agreement) at Basware I would sometimes liken the Sales-Marketing… Read More »Are Marketing and Sales in B2B Still Living on Different Planets?
Introduction I wrote the ,original article on performance measurement in B2B marketing back in 2010. It is as relevant today as it was then –… Read More »Performance Measurement: 5 Tips From 10 Years of Progress!
Introduction There is a famous speech in the 1992 film ‘Glengarry Glen Ross’ (warning: expletives!) given by Alec Baldwin, which reflects the ‘Hero’ Sales culture… Read More »Always Be Moving – CTAs, KPIs, Tracking & Attribution 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
In this networked world it remains a challenge to take potential buyers through a truly personalized interactive experience with your company. The Holy Grail of… Read More »Content generation for lead nurturing in a 1-to-1 world
Marketing in technology markets has become increasingly focused on measurable outcomes. As Marketing execution becomes more and more digital, Marketers are benchmarking email opens, clicks,… Read More »Performance Measurement in B-to-B Marketing
Surely, B2B Sales & Marketing has always targeted accounts! Account-Based Marketing (ABM) has received a significant amount of attention from B2B companies in the last… Read More »What’s So New About ABM?
A History of Failure As someone who has worked in the computer software industry for 15 years, I am painfully aware of the history of… Read More »Automating Demand Generation: will we follow the SFA model?