Legal, finance and procurement decide B2B marketing and sales success
Some B2B marketing shops don’t even think about these groups on a buying committee, let alone develop messaging; a study by LinkedIn and Bain shows why that needs to change B2B marketers instinctively target their marketing at decision-makers. This sounds...Read More
10 statistics that drive home why business needs to refocus on trust
When experience matches expectations, we build trust; all the other benefits of marketing are contingent on that trust Trust from customers has never been a given in business. It’s always been necessary to work on building trust. But that need...Read More
The surprising 10 ‘decisions drivers’ that factor into B2B software deals
Business may be getting a tad personal as B2B buyers put “I feel safe signing a contract with them” at the top of their decision criteria Dentsu, a global creative agency, is out with a new study about B2B buying...Read More
Study says influencers that turn off social media comments aren’t very influential
This B2B marketing pitfall risks wasting your spend on influencers – and may have implications for social advertising, email marketing and even internal communications The use of influencers is on the rise in B2B marketing. Influencer marketing is like advertising...Read More
7 takeaways from a study on B2B thought leadership; why it works or doesn’t
Thought leadership benefits B2B marketing in so many ways – awareness, consideration and even customer retention – but it can have adverse effects when it’s under-resourced and turns out to be light on substance The social media platform LinkedIn and...Read More
Study: most B2B tech companies lose sales deals they didn’t even know the opportunity existed
B2B buyers have researched options and established product requirements long before ever contacting sales; the best chance of influencing the buying process is developing thought leadership upstream Although it varies with product complexity and market maturity, today’s buyers might be...Read More
Podcast: How AI and ChatGPT are Transforming Public Relations
Fusion PR President Bob Geller recently organized a podcast panel to break down the impact of artificial intelligence (AI) in public relations (PR). As the description puts it, the panel consisted of “Two vendors and a PR tech blogger spoke...Read More
The Powerful Sales Element of Social Proof in Thought Leadership Done Well
When a company illustrates in thought leadership that it understands an industry – its strengths, weaknesses, problems and opportunities – buyers stand to reason their products are probably pretty good too. A car dealership published an advertisement promoting several open...Read More
MIT Sloan Study: Just 7% of Companies Have Digitally Savvy Executive Team
Marketing and PR require considerable time to educate executives that aren’t digitally savvy; if we can keep our frustrations in check the payoff promises big returns One of the biggest frustrations in the marketing and PR profession today is the...Read More
B2B Marketing: When You Finally Achieve Thought Leadership, Don’t Let it Slip Away
True thought leadership is hard to achieve, not because it’s hard, but because some in B2B just can’t get out of their own way. Even those that achieve it…let it slip through their fingers with talent turnover. I got a...Read More
