Interesting, this sitting here at home trying to stitch back your professional life, and perhaps your company. Who knows what the world will look like tomorrow? Given that we’re basically in the business of connecting you and your customers, we’d like to suggest one small thing...
A recent assignment, interviewing senior executives worldwide about their purchase process reinforced our view that some or all of what you think you know about your prospects is yesterday’s news. Absolutely everything is changing at a crazy pace. Basic needs are being redefined Channels of...
A cross-industry study by B2P Partners of marketing executives and their relationship with MarTech reveals that marketers are not happy with the business outcomes and ROI on marketing technology investments. But then, the report also identifies solutions that marketers themselves voiced to address these gaps. Read on...
In the past few years "buyer personas" have become a standard marketing tool or concept. Unfortunately for many, they have become another "box to check" on the ever-growing list of things marketers must do...
Let's just say you landed a job as the new CMO at a really great growth company. And not just ANY company. You just snagged a role at a really hot start-up. Pre-IPO stock options. In-house chef. The works. But wait - there's more! Your...
As you start this year, you have a surprising asset to make this a great year: your greatest weakness. That’s right. Your biggest pain could be your biggest gain. This is no pep talk. This is no self-help psycho-babble. This is an objective, historical observation. I’ve...
During a research interview on behalf of a highly innovative tech manufacturer, I asked a customer, what this company’s greatest strength is. The answer-my sales rep. B2B Prospecting Is Personal It’s a tenet of my marketing belief system and a strong competitive...
Instigation: Applied Biosystems develops and manufactures the range of scientific instrumentation used by DNA researchers. One of their lower-priced devices to read DNA, the 2400, was used primarily in university research labs. Its features and reliability outpace all competitors, yet it was steadily, and inexplicably, losing...
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...
Instigation: This long-established supplier of office products to small businesses had just been acquired. The newly merged company was anxious to explore options to increase growth within the current customer base, particularly in its top vertical segments, but years of prior attempts by Deluxe to increase...