Not just seen, but believed: trust is the new mandate for marketing and comms
Marketing and comms puts most of its emphasis on reach when we’d be better served by putting the emphasis on being believed The lack of trust that’s emerged in American society is pervasive. It’s woven into nearly every institutional pillar,...Read More
This report on sales messaging might turn B2B marketing upside down
Data analysis of 97.9 million sales messages sent by email shows talking about ‘pain points’ has an adverse effect on leads – and might set your deals back rather than advance them to the next stage Throughout my career in...Read More
OER: a simple framework for marketing and comms measurement that aligns you with the CFO
Metrics and measurement are crucial to proving value but they are also important for making a proper marcom diagnosis The chief financial officer (CFO) is the single biggest skeptic marketing and communications leaders face when it comes to results. That’s...Read More
7 ideas for building customer references in B2B tech
The account management model most tech companies employ puts sales and marketing at odds over customer references Gaining access to customers for direct conversations is a long-standing problem in B2B marketing. The culprit is the account management model most tech...Read More
Do marketing budget cuts make B2B sales cycles grow longer?
When stories about budget cuts start trending, it’s only a matter of time before the stories about B2B sales cycles growing longer also emerge Do you know what happens when the B2B marketing budget gets cut? Expectations for results go...Read More
Pair of surveys show why B2B tech needs to work on their customer marketing efforts
Most B2B tech companies aim to improve customer retention this year, putting a renewed focus on building sustainable customer marketing teams that contribute to retention, and more importantly, measurable growth; Years ago, a SaaS company I was working for hired...Read More
5 SDR statistics that can help B2B marketing improve performance
A survey by the sales consultancy The Bridge Group found SDRs in B2B average 104 outreach activities leading to 3.6 “quality conversations” per day; prospects require on average 11.3 attempts in the SDR sequence If you’ve ever filled out a...Read More
6 key traits of a RevOps professional [guest post]
In this guest post, my friend Alun Swift notes revenue operations is in a unique position to break down the silos between sales, marketing, customer success and finance Revenue operations (RevOps) is one of the hottest new career fields in...Read More
How B2B marketing can influence the sales team to use its content according to behavioral science
Your sales team is more likely to use the content B2B marketing products when it is presented by a high-performing peer in sales – rather than a sales leader or a product marketer If you’ve worked in B2B marketing for...Read More
The Top Complaints B2B Sales and Marketing Have about Each Other
Both sales and marketing cite a “lack of willingness to collaborate” and say “communication” is the top barrier to correcting the problem A big part of problem-solving is clearly identifying the issue. A survey of 329 B2B sales and marketing...Read More
