The Evolving B2B Buyer

Audio Whitepaper: Technology Branding

A brand is a brand is a brand. And then there are technology brands. While other industries face new competitors, technology companies face disruptors – companies that completely alter the competitive landscape and threaten the very survival of legacy players.

Technology companies that embrace their brand as an articulation of the promise that they deliver through…

Great Expectations: Why Customer Experience Should be Brand-Driven, Not Technology-Driven

It’s a topic on the mind of every B2B marketer these days: customer experience, that elusive moving target. Specifically, how to meet customer expectations when, as a brand, you are competing against every (predominantly digital) interaction your customers have ever had.

For many B2B marketers, keeping up with customers, not competitors, has become their…

Is It Time for Cyber Security Brands to Leave the Battlefield?

Look around any security technology tradeshow and you’ll feel more like you’re in a national security event than a business technology conference. Military images, dark, ominous colors, and foreboding language from vendors that all convey the same message: You’re not safe, and you need us to protect you.
Be Afraid. Be Very…

Audio Whitepaper: Selling To The C-Suite

They are the holy grail of B2B marketing: C-suite executives who open the doors, make the decisions and write the checks. And they are increasingly difficult to reach through conventional marketing channels. The key to getting inside is providing executives with something they need but can’t get elsewhere: relevant content.

In this audio…

Keeping Up With Your Customers

In today’s digitally-driven, increasingly disruptive B2B landscape, creating sustainable advantage is more elusive than ever. In fact, the sheer pace of change has left many B2B marketers feeling like they are in a perpetual state of catch-up (there are entire conferences devoted to this pursuit). And it’s not just the up…

The Rise of the Millennial B2B Buyer

We’ve all seen the stats. By 2020, the U.S. workforce will flip from 50 percent baby boomers and 25 percent millennials to 25 percent baby boomers and 50 percent millennials. It’s hard (and foolhardy) to ignore the fact that millennials are shaping the B2B buying environment — and their influence will only increase…

Who Owns the B2B Customer Journey?

The Age-Old Debate
A number of interesting reports came out this year that examine the B2B buyer journey. In one way or another, each weighs in on the seemingly unavoidable tug-of-war between marketing and sales. Who owns the customer journey? Who is more influential in the customer experience?

Depending on which report…

Is There Enough Customer in Your Content Strategy?

In today’s content-driven B2B marketing landscape, a compelling, user-centric content strategy can be a brand’s most powerful tool for connecting with prospects and clients. To be truly effective, a content strategy must be based on a clear understanding of and alignment to specific customer needs and consumption preferences throughout their decision…

When It Comes to Your Clients, Never Make Assumptions

Marketers should never assume their clients or prospects are aware of all the products and services that fall under their corporate umbrella — even with those clients for which there are long-term, established relationships. By developing marketing and sales strategies that incorporate opportunities for clients to learn more about a company’s offerings, marketers can…

B2B Marketing: Why Content is the New Creative

A revolution is brewing in the world of B2B marketing. Lack of differentiation, fragmented media, complex regulation and brutal competition has turned decision making into a Rubik’s Cube for corporate buyers of enterprise products and services. This whitepaper examines how smart marketers are leveraging content to break through the clutter and make meaningful connections with customers and prospect.

Unlocking the C-Suite: Why Content Is Key

They are the holy grail of B2B marketing: C-suite executives who open the doors, make the decisions and write the checks. And they are increasingly difficult to reach through conventional marketing channels. The key to getting inside is providing executives with something they need but can’t get elsewhere: relevant content.

How Wealth Management Brands Can Capitalize on Changing Demographics

We hear it all the time: the American population is aging. What’s less talked about is the fact that America’s financial advisors are also aging.  According to a recent study, the average age of financial advisors is about 50, and 21% are over 60.  On the surface, this sounds fine: as baby boomers…

The Dangerous Myth of the Rational B2B Buyer

As B2B marketers know, when it comes to customer buying behavior, there’s a big difference between a considered decision and an impulsive one. However, the difference in the mindset of the business buyer compared to the consumer is not necessarily as black and white as rational versus emotional. This is a common misconception. Though…

Building a Cohesive Technology Brand in a Decentralized B2B Buying Environment

In this post, we examine the third principle of branding technology firms, in our on-going series adapted from our chapter on building long-term value in a system-update world in the Brand Challenge.

The proliferation of all things digital has transformed technology from a nice-to-have to a must-have for consumers…

Understanding the Emotional Side of B2B Technology Branding

In this post, we examine the second principle of branding technology firms (the first focused on an important distinction: simplification vs. dumbing down), adapted from our chapter on building long-term value in a system-update world in the Brand Challenge.

What’s the difference between return on investment (ROI) and return on emotion (ROE…

B2B Marketers: Don’t Be Afraid to Ask “Why?”

“Asking ‘why’ is one of the most important strategies children have for connecting with their caregivers and learning about the world around them,” explains child psychologist, Dr. Dawn Taylor, in an interview for the Content Marketing Institute. But, why is a child psychologist being interviewed by the premiere resource for content marketers?

The article makes…

Random Acts of Content: Driving Better Results in B2B Content Marketing

As B2B marketers, we know that online content plays a critical role in B2B purchase decisions. In an increasingly cluttered and competitive marketplace, the right content can help B2B buyers make more informed decisions about the products and services they need and the companies best suited to provide those solutions. A recent report from the…

The Changing Profile of the B2B Technology Buyer

There’s growing consensus that buying power is shifting away from the CIO.

Recently, there’s been a lot of attention given to the changing profile of the B2B technology buyer. According to new survey results from Forrester Research, more than 40 percent of companies expect their CFOs to have more influence over IT services…