B2B marketing has the unique challenge of often dealing with long and complex sales cycles. These can be caused by a variety of factors, such as the need for multiple decision makers, the high value of the products or services being sold, and the need for thorough research and consideration before making a purchase.B2B marketers can serve the buyer… Read More

In today's busy organization world, B2B companies are under increasing pressure to shorten their sales cycles and increase their win portions. One way to attain these goals is by lining up marketing efforts with the buyers journey.One key aspect of the B2B buying journey is the awareness stage, where buyers become aware of a problem or opportunity … Read More

TL; DR - If you need temporary outcomes, e.g., profits, don't presume that the key is catching more demand. This technique is coming to be much less effective, as well as it's a means to burn valuable sources. Concentrate on creating need where you can obtain near-term success. The customer's trip can not be "bent to our will." If… Read More

In this compelling episode on the B2B eCommerce Podcast I shared my thinking of why the Sales Channel no more exists, as well as other truths about modern-day B2B marketing. We review just how the purchasing trip is currently totally fragmented and the manner in which neighborhood building can aid marketers take back control of the discovery and ne… Read More