B2B Marketing Strategy: What’s a Real Differentiator?
A solid B2B marketing strategy requires differentiators that actually stand out. This seems obvious. But unfortunately, in B2B tech, great differentiators are hard to come by.
Revenue Isn’t the Goal: Manage What You Can Control
Too often, B2B sales leaders focus on revenue goals when they should target sales tactics instead. So say Jason Jordan and Michelle Vazzana, the authors of the book “Cracking the Sales Management Code.”
Jordan and Vazzana make a compelling argument for sales leaders to concentrate on what is within their control rather than just aiming for a number.
How Craig Walker Killed The PIN
The killing of the conference call PIN is a case study in disruption.
Message Testing: Because Intent ≠ Interpretation
Somewhere between intent and interpretation, a lot can get lost in translation.
B2B Breakups: 200+ Interviews With The Ones That Got Away
Never waste an opportunity to learn from a lost deal.
SEO: The Balancing Act of Visibility and Utility
How should marketers balance the need to be visible with the need to be relevant and useful?
An Open Letter To B2B Sales Leaders
Are you losing deals because of your sales team’s actions?
Market Research Recruiting: How To Get A Superb Sample
When it comes to B2B studies, having the right people is just as important as asking the right questions.
Customer Insights: You Need More Than Market Segmentation Data
The tech industry is all about market segmentation. Unfortunately, this tendency often leads tech companies to miss a key measurement of success: whether the solution is actually accomplishing the tasks it is being used for.
Key Buying Criteria: The Path to ‘Yes’
Understanding customers’ key buying criteria is vital to having a competitive edge. To give the people what they want, you have to know what they want.
B2B Revealed Podcast
B2B is a complex and challenging field, but most of all, it is fascinating. Join Sean Campbell, CEO of Cascade Insights, as he shares over 20 years of experience in the B2B market.