Why You Need to Be Careful With One Feature of the New Demand Waterfall

The new SiriusDecisions Demand Unit Waterfall has received lots of accolades since its introduction this spring, and the accolades are richly deserved. But one of the new demand stages should be labeled Use With Caution.In May, SiriusDecisions unveiled the latest iteration of it venerable Demand Waterfall...

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Say What? Producers of Thought Leadership Undervalue Its Impact

Business buyers broadly agree that thought leadership content has a significant impact on their purchase decisions at every stage of the buying process. But they consistently rate the impact of their organization's thought leadership content substantially lower.That is one of the more ironic findings...

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B2B Customer Experience Still Requires a Human Touch

Customer experience is the new competitive battleground in B2B, and many companies are making big investments to deliver great experiences via digital channels. But, company leaders must remember that great customer experiences still need a deft human touch.Providing great experiences to existing and...

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Beware! Thought Leadership is a Double-Edged Sword

There's no safe middle ground with it comes to thought leadership. It's a classic double-edged sword. Great thought leadership makes a positive impact on buyers at every stage of the buying process. Poor thought leadership, on the other hand, will result in lost business opportunities.These are some...

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