It is inevitable, and absolutely certain, that our customers are changing. We all are in a maelstrom of information, technology developments, demographic shifts, economic volatility, and geo-political uncertainty to name a few. We change every second of every day. It’s a fair guess that customers...
Not all B2B prospects are created equal. Some are ready to buy now, some later, some not at all—yet marketing tends to invest the same in each one, which is inefficient at best. I’d like to suggest a simple four-step formula that will bring an...
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...
Every champion of a product or service believes in their heart that their target is the CEO. They need to find a way into CEOs’ consciousness. That the illumination of their message will pierce the maelstrom like a lightning bolt and all, from there, will...
The river between sales and marketing runs cold and deep. We can see each other’s camp on the opposite bank, just out of range. That we all work for the same corporation is often the irritant, yet I have seen how much success is generated...