Blog

A/B Test Nirvana and the Death of Marketing Strategy

In the past few years "buyer personas" have become a standard marketing tool or concept. Unfortunately for many, they have become another "box to check" on the ever-growing list of things marketers must do... often without much to show for the effort. So... are personas a real asset to marketers or just another faux marketing…

5 Surprising Stories of Failure-Fueled Marketing Success

How a Real Persona Made a Real Difference

Turn your Case Studies into Selling Stories P1

[et_pb_section bb_built=”1″][et_pb_row][et_pb_column type=”4_4″][et_pb_text] There are some things in life that you know how they will end even before they begin. The movie […]

Better prospect intelligence: What B2B Marketers Can Learn from Blind Men

In My Face A colleague recently asked, “With all the data available to us now, what role, if any, does qualitative research […]

4 Steps to Get Real Marketing Impact From Your Personas

The Persona at the End of the Line Like most marketers, you’ve got “personas” on your “to do” list. You can’t be […]

Listen – Here are 6 Ways to Gain a B2B Prospecting Edge

While conducting Net Promoter Score (NPS) research for a b2b technology client we asked the president of an operating division of a large multinational the following, “you gave our client the highest NPS score, what is the greatest benefit you get from them?” The answer, “our salesman”.

Improve Your Website Impact with a Fun “12 step” Program

Some B2B websites are treasure troves of great content just stacked to the ceiling. And the librarians need not implore visitors to whisper... because there are so few visitors anyway. What does it take to get your website humming like a cocktail party?

Marketing as Smog

Many b2b prospects have expressed that unfocused marketing communications are noxious - clogging the air and littering the landscape, substituting quantity for quality, volume and weight for insight. Surely, if our message is everywhere, and if we speak loudly, our prospects will flock to our door. Sure - ask the people of Mexico City or…

The Hidden Problem of Innovation Marketing… or You Can’t Solve A Problem Until You Create One

Let's just say you landed a job as the new CMO at a really great growth company. And not just ANY company. You just snagged a role at a really hot start-up. Pre-IPO stock options. In-house chef. The works. But wait - there's more! Your product (or service) is not an "also-ran" entry in an…

The Case for Marketing Coaching

A Different Way to Work in a Different World The traditional consulting model simply isn't working for many medium-sized businesses. Traditional consulting services can be expensive, opportunistic, and somewhat out of touch. Lately we’ve been experimenting with a different model. We call it marketing coaching.

Part 3: Commitment – Boost Results 10% to 20% Now by Making Your B2B Website Smarter

This is the third in a 3 part series on how you can make your website a lot smarter, and work a lot harder. Three Critical Success Factors I can't give you the dissertation on smarter websites, but I can share these the three critical components of smart websites: The Prospect to Product Connection Metrics…

Part 2: The Unrealized Potential – Boost Results 10% to 20% Now by Making Your B2B Website Smarter

This is the second in a 3 part series on how you can make your website a lot smarter, and work a lot harder. In our experience, companies that implement these ideas have seen a 10% - 20% improvement in results - engagement, leads, and sales - within the first 6 months.

Part 1: Get a Grip – Boost Results 10% to 20% Immediately by Making Your B2B Website Smarter.

Welcome to our 3-part series on how you can make your website a lot smarter, and work a lot harder. It's a short post a week, each with some solid ideas. In our experience, companies that implement these ideas have seen a 10% - 20% improvement in results - engagement, leads, and sales - within…

Website Self-Assessment: Looking with your Prospect’s Eyes

Most B2B websites are the primary way companies represent themselves and their products to prospects in the 57% of the consideration process that occurs online. There are (at least) five roles that websites need to perform in B2B lead generation and nurturing.