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The most current and incisive thinking to give you a competitively superior understanding of your B2B prospects

ABM Account Based Marketing

4 Tools to Create Consensus that Wins More ABM Sales

Reading time: 8 minutes Your Top Competitor is not Your Competitor Consider this: fully 60% of B2B opportunities every year ...
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2 Keys We’ve Found to Increase ABM Success

Reading time: 5 minutes Marketing, as life, often gives you the test and then the lesson. Account Based Marketing (ABM) ...
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Content Marketing

Three Target Market Insights Critical to Effective B2B Content Marketing

Three Target Market Insights Critical to Effective B2B Content Marketing By Scott Hornstein There is a link between the persona ...
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Content Karma: Crappy Personas = Crappy Content!

Content Karma: Crappy Personas = Crappy Content! By Wayne Cerullo I was going through some old family photos the other ...
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Turn your Case Studies into Selling Stories P1

There are some things in life that you know how they will end even before they begin. The movie Casablanca ...
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CX / NPS / Loyalty

Customer relationships: Three lessons, Two Words and One Silver Bullet.

I’m a student of customer relationships and I’ve learned three important things. First, I’ve learned that the foundation of any ...
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Innovation / Change Management

Use your Company’s Top Problem to Power its Transformation

As you start this year, you have a surprising asset to make this a great year: your greatest weakness. That’s ...
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Shifting Focus from Products to PROSPECTS

Instigation: This ‘challenger’ mining company in Africa was up against major suppliers around the world. Their core product was a ...
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Journey Mapping / Application

Better prospect intelligence: What B2B Marketers Can Learn from Blind Men

In My Face A colleague recently asked, “With all the data available to us now, what role, if any, does ...
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Management / Effectiveness

How to Heal the Achille’s Heel of Marketing Automation

The Achille’s Heel of Your Marketing Automation Dream: Sales Integration Automation offers a window into the ultimate effectiveness of your ...
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Personas with Punch

Personas with Punch By now we believe that any competent marketer should use personas, but we still face a crucial ...
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To Generate B2B Leads You Must Lead

Marketing illuminates the path to solving a problem. Not just any path – your path. This is somewhat academic in ...
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Persona Development / Impact

How a Real Persona Made a Real Difference

In the past few years "buyer personas" have become a standard marketing tool or concept. Unfortunately for many, they have ...
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Better prospect intelligence: What B2B Marketers Can Learn from Blind Men

In My Face A colleague recently asked, “With all the data available to us now, what role, if any, does ...
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4 Steps to Get Real Marketing Impact From Your Personas

The Persona at the End of the Line Like most marketers, you’ve got “personas” on your “to do” list. You ...
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Sales & Marketing Integration

The core reason b2b prospecting underperform. Why prospect personas represent opportunity?

The core reason b2b prospecting underperform. Why prospect personas represent opportunity? By Scott Hornstein There's a very obvious reason b2b ...
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Strategic Readiness is the Key to Creating a B2B Marketing Advantage

Strategic Readiness is the Key to Creating a B2B Marketing Advantage By Scott Hornstein My partners and I are consumed ...
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Do You Have a Marketing Strategy or Just Marketing Automation

Do You Have a Marketing Strategy or Just Marketing Automation By Scott Hornstein Corporate decision-making is messy, confounded by perceptions, ...
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Why marketing automation systems underperform and what to do about it.

Why marketing automation systems underperform And what to do about it. When both my girls lived at home I had ...
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4 Tools to Create Consensus that Wins More ABM Sales

Reading time: 8 minutes Your Top Competitor is not Your Competitor Consider this: fully 60% of B2B opportunities every year ...
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5 Steps to the Purposeful Integration of Sales and Marketing

Often it seems as if sales and marketing work for different companies, and often, they wish they did. However grim ...
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