It's Time to Think Differently About Content Marketing

Content marketing has been an integral part of marketing at most B2B companies for most of the past decade. In every annual survey conducted by the Content Marketing Institute and MarketingProfs (beginning in 2010), about nine out of ten surveyed B2B marketers have reported their company was using content...

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The Missing Pieces of the Sales-Marketing Alignment Puzzle

Research continues to show that marketing-sales alignment remains a significant challenge for many companies. Earlier this year, for example, InsideView published The State of Sales & Marketing Alignment in 2018, which was based on a survey of more than 500 sales and marketing professionals.In this...

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Six Ways to Gain Influence With B2B Buyers

In an earlier post, I discussed some of the major survey findings reported in The 2018 B2B Buying Disconnect by TrustRadius. This report is based on two surveys. One survey included 438 individuals who played a key role in a significant business technology purchase during the previous year, and the...

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Closing the Customer Experience Gap

Most senior business leaders now recognize the strategic importance of providing outstanding customer experiences. Customer experience has been one of the hottest topics in business and marketing circles for the past several years, and it's been the subject of numerous research studies.A 2017 report...

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