The Evolving B2B Buyer

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…

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…

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 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 are…

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…