by Michael Harris July 14, 2016 Follow @InsightDemandJuly 14, 2016 When customers understand their problems, it’s easy for salespeople to lead them through discovery, because customers don’t need salespeople to shine the light of insight on visible problems. A salesperson can simply confirm the value of their product by asking generic questions. So these customers … Continue reading Challenge the Status Quo & Create Value With Insight-Based Directed Questions
by James Mathewson June 24, 2016June 24, 2016 How to write content that is both outside-In and authentic to your brand In my last post, I promised several follow-up posts delving deeper into the three insights. I still want to do that, but not this time. This post is about a central theme of all … Continue reading The Challenge of Authenticity
by Wayne Cerullo February 9, 2016 Follow @b2ppartnersFebruary 9, 2016 As you start this year, you have a surprising asset to make this a great year: your greatest weakness. That’s right. Your biggest pain could be your biggest gain, helping to lead to a major transformation. This is no pep talk. This is no self-help … Continue reading 5 Ways a Top Challenge Can Power Your Transformation
by Denise O’Berry December 29, 2015 Follow @deniseoberryDecember 29, 2015 Just because your title begins with a C – as in CIO or CTO – it doesn’t necessarily mean you have full access to the rest of the C-Suite. And without that access, it may be tough to get the true lowdown on company strategy. … Continue reading If Your C-Suite Doesn’t Include IT, Alignment Will Be a Challenge
By Heba Hosny December 7th, 2015 Insanity is…”doing the same thing over and over and expecting a different result.” – Albert Einstein As I compared the B2B Content Marketing 2016: Benchmarks, Budgets, and Trends North America report with the equivalent 2015 report, I was shocked to find unjustifiable regression in some no-brainer B2B content marketing … Continue reading How to Overcome the Most Common B2B Content Marketing Challenge in 2016? [Stats]
Will McInnesNovember 7, 2015 A theme I hear consistently from our clients running social analytics teams (often as part of wider consumer insights or research functions) is summed up in the phrase ‘single source of truth’. What I’ve heard is that in very large enterprises, a major challenge is decision makers being fed conflicting information … Continue reading CMO View: On the Challenge to Find the Single Source of Truth
Terry MoffattAugust 25, 2015 It’s easy to understand the buzz around native advertising today. Combine the compelling performance data about native advertising with the list of major media companies feeding native ads and you have to be thinking, “We gotta do some of that.” Native advertising, however, is a slightly different Ad Men animal, especially … Continue reading The B2B Native Advertising Challenge: Can You Tell, Not Sell?
Kris SpisakAugust 3, 2015 Are your email communication strategies as powerful as they could be? How many emails do you send every day? Wait, don’t answer that. Even thinking about how many messages we compose and share on a daily basis can be overwhelming. Here’s the better question: are you making the most out of … Continue reading 11 Email Etiquette Reminders & an Email Brevity Challenge
Gregory YankelovichJuly 31, 2015 For years I have been puzzled by the fierce resistance of product managers to integrate customers feedback into the products’ design and marketing process. Surely, many use elaborate survey and market focus group studies to validate and refine an original concept, but the use of the feedback to form an original … Continue reading Voice of Customers Challenge to Product Managers
Laurie Sullivan @lauriesullivan, (June 12, 2015) Marketers assume they know how consumers search, but they need to challenge their assumptions. Nathan Safran, CEO at Blue Nile Research, sent that message during a presentation Thursday at the MediaPost Search Insider Summit. He said tools are valuable, but they lull marketers into a false sense of security. … Continue reading How Search Marketers Must Challenge Their Assumptions
