An enormous shift is occurring in how B2B customers think about engagement and relationships. Customers expect marketers to achieve relevance by providing personalized communications based on their individual preferences, rather than continuing with irrelevant “spray and pray” marketing blasts. It’s this new way of thinking that’s unlocking the true potential of human data. A SHIFT … Continue reading Use Human Data to Provide True B2B Personalization
Tom Clancy died last month ,and like any other fan of techno political military thriller novels I was heartbroken. The man practically invented the sub-genre. But that’s not why I am invoking Clancy. My reasons are a little less literary. Clancy: the consummate connector of dots Anyone who has read Clancy will be struck by … Continue reading How Tom Clancy Can Help B2B Marketers Work With Google Hummingbird
Being useful must be part of your entire company’s DNA — not just the DNA of a small, centralized team. — Jay Baer, Youtility Having worked for more than a decade as a technical writer, where most of my writing was almost 100% help-related, this quote from Jay resonates with me. I enjoyed helping people … Continue reading 3 Simple Steps To Helpful B2B Marketing
How difficult is B2B selling today? Ask any sales professional and be prepared to settle in for a conversation that will take you on a journey that starts with how customers don’t have time to see them and that price enters into every conversation, and ends with how the organizations they work for demand more … Continue reading It’s Time to Rethink B2B Sales
