The Evolving B2B Buyer

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.

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…

The Rise of the B2B Social IT Buyer

Are CIOs using social media? This is a question we hear frequently – with any C-Suite audience actually. Most recently it came up while we were working with an IT consulting firm to develop an integrated marketing campaign aimed at building awareness and engagement with CIOs and influencers. A critical component of the campaign, as…

Bank 3.0: The New Definition of Customer Service

Banking is no longer a place you go, but something you do. This is the underlying argument in Brett King’s new book, Bank 3.0 (an update to 2010’s Bank 2.0), which examines the widening gap between how customers choose and use financial services and the experience and services that traditional banks…

Meeting the Mindset of Your Clients: Why B2B Marketers Should Consider Psychographics

In late September, we attended the Journal of Financial Advertising & Marketing Forum, a gathering of thought-leaders and experts in the world of financial marketing discussing the current state of the industry, and where financial marketing is headed in the future. While much of the discussion was focused on the state of social media…

Adapt or Die: The Consumerization Revolution in B2B Technology

Online technology community ZDNet.com recently published “Consumerization of Tech: The New Enterprise Disruptor,” an intriguing article that examines the growing trend towards the “consumerization of IT” and what this shift means for the future of technology as it is used within the enterprise. In the article, enterprise software blogger, Dion Hinchcliffe, writes, “…Consumerization is…