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...

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...

Instigation: Asigra has been quietly providing data backup and recovery software for decades. Positioned as the “cloud backup expert”, Asigra serves more than 550,000 sites throughout the world with single-minded devotion. Content to devote all their energy to supporting their channel partners, they are one of...

Instigation: Tradeshift is a B2B start-up offering a free invoicing platform and a growing web-based business network. Like many start-ups, its vision was grander than its reality. It quickly found itself in a sea of small companies offering commoditized e-invoicing services. Frustrating to employee and founder...

The most valuable part of any research is the insight. That nugget of truth that expands your understanding and guides strategy and messaging. Digging for insights isn’t easy—you have to go beyond the surface and get some dirt under your nails. And gasp! you may...

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...