How Marketers Are Addressing the Technology Tsunami

Earlier this year, Scott Brinker unveiled the latest version of his now famous marketing technology landscape supergraphic. To no one's surprise, the new graphic showed that the number of marketing technology solutions has continued to grow at a rapid pace.The 2018 landscape includes 6,829 technology...

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The Differences Between B2B and B2C Marketing That Still Matter

In a recent column published at The Drum, Samuel Scott argued that the marketing industry has split into two distinct camps that have adopted and now advocate two very different approaches to the practice of marketing.According to Samuel, the divide is between "online B2B marketers" who "want to gain...

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New Insights from The CMO Survey on Major Marketing Trends

With the beginning of the fourth quarter less than a month away, many B2B companies have already started planning for 2019. Over the next several weeks, marketing leaders will be evaluating how well their existing marketing programs have performed and developing plans for the coming year.To plan effectively...

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Holistic Revenue Management Moves Toward the Mainstream

Fundamental changes in the business environment have led a growing number of B2B companies to adopt new approaches for managing their revenue generating activities. While the specific approaches vary, they all arise from the recognition that successful revenue generation requires a combination of interdependent...

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Why It Pays to Be Benevolent

B2B companies must be seen as trustworthy to earn the trust of prospects and customers. And science tells us that trustworthiness is based on ability, integrity, and benevolence. The rarest of these attributes is benevolence. This article explains why real benevolence is so uncommon, and what companies...

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