January, 2017

Sirius Decisions’ Megan Heuer wrote about five myths in account based marketing, including the myth that the sales team already knows everything about their accounts. We assume our sales team has a full understanding of their accounts, yet we often overlook the amount of knowledge owned by our post-sale customer success teams. I’m encouraging you to take a full funnel approach to ABM. Consider aligning your […]

Big data and artificial intelligence drive a ton of digital dialogue these days. Is it all hype? What can we actually expect in 2017? Let’s start with data. With our every click, call, and digital choice, we’re leaving trails everywhere. Here’s what happens in an “Internet Minute”: Amazon – $83,836 more in sales per minute Spotify – 24,752 more hours of music uploaded per […]

When working with B2B marketers to execute content against a persona strategy, several pitfalls can emerge during the execution phase. Here is how to avoid these  common pitfalls when you execute a content strategy against your persona information: Beware of Persona-itis. We know that -itis is a medical term for inflammation or swelling. In this case, I mean the affliction of creating too many personas. Don’t get carried away […]

We’re all tech companies Technology is borderless. Every region, industry, and job role is using or affected by technology. Even if you’re trying to remain off the grid, there are people and bots working to figure you out. Something as basic as having a driver’s license or a phone number makes you findable in our techno-age.   The era of “tech companies” is over; there are […]

What Inspired Us Last Year Peg & I launched the B2B Marketing Academy as a way to connect to other marketers. We love the craft of marketing. At its core, marketing is about connecting people to people around a common need, goal, experience or cause.   We believe there are different challenges in B2B marketing than our B2C friends face in consumer marketing. We […]

It’s 2017, most professionals know about social selling and sales enablement best practices. Why then do we continue to make the mistakes of yesteryear? I need to get this off my chest: Your emails Drive. Me. Crazy. Want to know why I don’t respond? I’m calling for marketers to unite. Actually, I think I’m begging you, pleading with you, please let’s help ourselves and preserve […]

No one can afford to guess what marketing programs work. Customers self-educate via digital channels, content marketing, industry events, and consultation with peers. They form opinions long before they become a “lead” in your demand creation funnel.  So, what’s the best way to measure what’s working?   1. Measure Funnel Health You should be able to see the health of your funnel in 5-10 charts. You need enough data to see results […]