The Heart of Marketing's newest podcast, How to Gather Voice of Customer Insights That Transform Your Business, features an interview with B2P's Scott Hornstein on how voice of customer insights put the “person” in persona. Per John Olson, host of The Heart of Marketing, What’s the difference...

Often it seems as if sales and marketing work for different companies, and often, they wish they did. However grim this may seem, truly effective b2b prospecting can’t be achieved without cooperation. Our experience is that sales usually follows-up only to 30% to 34% of marketing...

The internet is the greatest direct marketing medium every invented – Seth Godin. The Heart of Marketing’s newest podcast, Direct Marketing is Alive and Well on the Internet, features an interview with B2P’s Scott Hornstein on whether, in these heady times of digital disruption, direct marketing...

The overwhelming majority of people working on any given b2b marketing campaign have never seen, met or spoken to a customer, and certainly not a prospect. They work from reports and results. They are separated, a gap to a chasm, from the often-conflicted humanity of...

Instigation: IBM has enjoyed a remarkable reputation, especially in mid-range computing, but were surprised to hit rough territory when they introduced a new office solution for physician practices. Expectations were high because this new offering was much more than an upgrade. In fact, it addressed both clinical...

Instigation: This ‘challenger’ mining company in Africa was up against major suppliers around the world. Their core product was a low-margin commodity, and they were losing economies of scale to larger producers. They were looking to build their volume to gain scale as well as expand...