November, 2016

  • November 29, 2016
    by M Seymour

    On my first sales enablement project, I quickly realized the imperative for sales enablement training.  I launched an iPad sales enablement tool to help sales reps have more effective sales engagement techniques.  As I completed my first demo on the tool, a sales rep walked up to me and said, “what does swipe mean?” Changing my perspective This rocked my world, I figured everyone […]

  • November 29, 2016
    by Christine Viera

    Got Customer Insights Already? Product Marketers have among most wide-ranging roles in a company. That’s why it’s an exciting and compelling profession. Not long ago, I wrote the 10 Commandments of B2B Product Marketing with tips on where to focus your attention. Recently, I’ve written about Commandment #1 – know thy customer. If you missed those blogs, they’re listed below. They dive into how to get market and tribal insights. Whether you’re a startup […]

  • content marketing strategy
    November 28, 2016
    by Peg Miller

    More than 90% of B2B marketers use a content marketing strategy as part of their overall marketing strategy. Over the past few years, we’ve witnessed a proliferation of content being produced to help entice potential customers through natural, inbound methods. The Content Marketing Institute released the results of their study sharing B2B marketer’s plans for 2017. A full 70% of B2B marketers plan to […]

  • Lead generation with the 5 Ws
    November 27, 2016
    by Peg Miller

    What content should we include on a high-performing landing page, specifically for webinars, online training and in person conferences or events? Kissmetrics offers some good advice for creating landing pages that convert. With more complex content engagements, where you are asking for a bigger time investment and data collection from a registrant, it’s important to sell them on the content. I’m going to focus […]

  • Research Prospects on a Shoestring Budget
    November 22, 2016
    by Christine Viera

    Know Your Buyer. This is the first commandment of great product marketing. Armed with customer insights, we can effectively profile prospects and create compelling cross-sell / upsell offers for current customers. But how can you get reliable information on ever-changing buyers? Where’s the Best Place to Start? Step one is to explicitly define who you’re going after. Be specific…what group of business professionals, with what […]

  • measuring sales enablement
    November 14, 2016
    by M Seymour

    As we continue our discussion on measuring sales enablement, it’s important to look at what could go wrong.  A whole host of errors are commonly introduced into the measuring process. So, it is important to avoid making these mistakes.   Why is it important to avoid errors? Above all, credibility. A trained executive eye, especially one that is focused and detail-oriented, will easily spot inconsistencies […]

  • November 13, 2016
    by Christine Viera

    It’s that time of year. Plans for 2017 are coming due at most B2B companies. If you’re like me, you want to compare notes with your industry peers on spending and impact. To help you benchmark your plans and spending, I’ve assembled my top list of current, credible and high quality research sources for B2B marketers.   1.  The CMO Survey, Christine Moorman, Duke […]

  • B2B Marketing Funnel
    November 3, 2016
    by Christine Viera

    I recently wrote about adopting a B2B full funnel marketing approach for content and program planning. It’s a good way to focus on serving customers across the funnel and channels. Let’s now dig a bit deeper into a simple way to apply it to your content marketing plans.  Remind me again, why adopt a full funnel marketing approach? So you can inform, serve and shape the customer experience […]

B2B Marketing Academy | November 2016 - B2B Marketing Academy
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