If you think you’re selling to the C-suite, think again. The real action is further down the corporate ladder.
When Bad Assumptions Happen to Smart Marketers
Years ago, when companies still paid to caffeinate their workers, I had the desk closest to the coffee station on my floor. Mostly this meant I could smell a fresh pot before anyone else, and occasionally had to rescue one that was boiling dry on the old Bunn-o-matic. The downside was that at least once a […]
Why Do Small Business Buyers Act Like Consumers?
In any gathering of B2B marketers, the topic of small business inevitably comes up. After all, those of us who work for large companies collectively discovered them just a few years ago. I’m pretty sure they didn’t exist until we found them. Or if they existed, they certainly didn’t buy complicated things like computers and […]
Why Sacred is as Important as Relevant in Email Marketing
Relevance is determined as much by its imposition on sacred times and places as it is by subject matter.
Trade Shows Part 5: Getting People to Your Booth
Just because you have a booth doesn’t mean anybody cares. Here are ways to get attendees to your booth.