How will your business be earning the most profit – not revenue – in three years’ time? What products or services will be your biggest income earners and who’ll be buying them? Not easy questions. Without a crystal ball you can’t know the answers. But you should have working assumptions about relative future profitability – …
Not ANOTHER post about the difference between sales and marketing! Nope. This one’s about similarities. It’s also about questions and why finding the right ones is critical if you want marketing to be effective. If I was in this for clicks I’d pop a handy little table in here with columns headed: ‘Sales is…’ and …
Demand generation seems to be the hot topic for B2B marketing. Here’s why I think it’s a misleading and dangerous myth to pin your business growth hopes on (and what you should focus on instead). In case you’re not familiar, demand generation is the belief that a content-driven approach can ‘create’ demand for your products …
If there’s one point I wish every B2B company and marketing team would grasp, it’s this: YOUR PRODUCT OR SERVICE ISN’T THE STORY YOU NEED TO TELL. Yet it’s exactly what most Most B2B websites concentrate on. They’re full of ‘what we do.’ The websites that generate serious leads say something else. What you do …
I was involved in a fascinating discussion around the role of educational content in marketing on LinkedIn recently. The poster’s view was that people won’t be researching specific products or solutions until they’re actively in the market. I agree with this. It’s hardly controversial. People won’t want to hear about solutions if they don’t know …
A brief tale about why building trust in marketing should be a priority. Life for the business was like being in a canyon. Horizons were limited by experiences and existing systems. It felt safe but limiting. Jeff suspected there must be more to the world than he could see. Then along came the B2B marketer… …