The Roles of Business and IT in Today’s Buying Process
The biggest change in the purchasing process for business technology over the past decade is the role of business users. IT no longer makes all of the decisions about technology. Instead, it’s the bus...
19 Okt 202316min
Long-Term vs. Short-Term Strategies in B2B Marketing
Audience marketing is essentially the practice of building an audience of prospective buyers for your product or service that you inform and educate until such time as they’re ready to buy. Sounds pr...
3 Okt 202332min
The Original PLG: Marketing to Software Developers
More than 15 years after it happened, you can still find videos online of Microsoft’s Steve Ballmer chanting “Developers! Developers!” more than a dozen times at a Windows conference in 2006. You can...
19 Sep 202314min
How B2B Marketers Can Accelerate the Buyers’ Journey
How many times, B2B marketers, have you sat on a pipeline call reviewing open opportunities and heard someone comment on how long an opp has been open and what can be done to move it along? Quite a fe...
23 Maj 202318min
How to Approach Innovation in B2B Marketing
Because we live in a world surrounded by technology, we often equate innovation with devices and software. But innovation is about taking a different approach to just about anything. If you can make s...
16 Maj 202315min
How Economic Conditions Help You Rethink Your Marketing
Resource constraints are hitting B2B marketers hard. The teams are often smaller than they were two years ago. The tools are fewer. But the goals are often headed in the other direction. Many market...
2 Maj 202325min
Why Don’t We Treat Talent Acquisition More Like Customer Acquisition?
The modern marketing and sales organization often integrates several platforms to deliver a comprehensive view of prospects and customers. But when it comes to recruiting talent, the systems are oft...
11 Apr 202322min
