According to Google Chairman Eric Schmidt, we generate as much information in a couple of days as all of mankind has since the dawn of recorded history up to 2003. Some mathematicians will argue that the true number of days is actually closer to a week, but the point is that our species generates more […]
In 1954, Peter Drucker, the authority on business management and modern marketing, said that “business has only two functions: marketing and innovation.” Since then, innovation has become one of the most overused words in business-to-business marketing. From technology to manufacturing, many companies claim to have innovative solutions. If you’re a B2B buyer, how do you […]
Business-to-business sales cycles are long, arduous journeys. Compared to marketing to consumers, the B2B buyer path is a marathon. Long before social media and digital marketing disrupted everything, B2B marketing was all push. The more that companies pushed their sales pitches outward, the bigger and better their sales pipelines became. Then came the Digital Tidal […]
Last May, Forbes contributor Mark Fidelman (@markfidelman) shared a terrific and timely study that illustrated how social sales outperformed traditional selling by over 78%. For the B2B salesperson, the study’s call to action is profound: Ushering salespeople from the old world into the social world. Here are five nuggets illustrated in our infographic below: 78.6% […]
We live in an instant world. As business people, we want our business performance results to be just as snappy. And why not? Technology makes it easier and faster to get information. That may apply to some business initiatives, but marketing doesn’t work that way, especially in the B2B space. Why? Because as I already […]
Business marketing is changing faster than most companies can keep up. Content appears to be the biggest hurdle, but that’s not surprising. Content has traditionally been an afterthought in the B2B space, but it won’t be for much longer. Today’s B2Bs can no longer rely on how fast they respond to customers, they must also […]
Ever since the social media tsunami hit the corporate boardroom in 2008, B2B social media discussions have been usually met with rolling eyes and smug grins. After all, B2B is all about business, not fans, likes, and followers. Right? At first, one would think the B2B skeptics were right, but Maersk Line, the global Danish shipping […]
It’s no secret that content is a much bigger animal today than it was even a few short years ago. In fact, not long ago content used to be that thing that was always left to the last minute – the one afterthought that everyone would assume someone else would take care of. Today in […]
Throwing B2B tactics at Facebook is like fishing for trout in the middle of the ocean. Go to Google and search for “B2B” and “Facebook”. You will quickly find an endless sea of stats and figures that show how Facebook “generates this” and “increases that” (traffic mostly, but I’ll get to that later). For example: […]
Modern marketing was born out of the necessity to prove that your stuff was better than the stuff the other guy was selling down the street. The way we tell our story continues to evolve as long as people keep innovating new ways to communicate the value of the goods and services we sell. For […]
