I have just sat through yet another webinar during which two regrettable things occurred: I discovered that Angry Birds is, indeed, more addictive than nicotine, and I heard someone tell a bunch of sales people to “sell to the C-Suite and nowhere else. That might be sage advice if all you sell is anxiety-enhancing consulting or Donald […]
Why Marketers Need to Find the G-Spot
It was bound to happen. Sooner or later business marketers would need to pay attention to this often-ignored bit of the B2B buying anatomy. You’ve probably been there yourself a few times, and you almost certainly have one in your company: I’m talking, of course, about the special place in the company where things get […]
Of Elves, Innocents & Line Dances
Oh dear. The wheels are quite falling off the cart for one of my suppliers. It’s a small company we’ve used for a few years on a number of marketing projects. It’s owned and run by an incredibly bright, young and utterly fearless entrepreneur, who is dealing with a family emergency. Since family emergencies can […]
Preventing Agency Suckiness
Last week we talked about how to tell if you have a lousy B2B agency, and the many reasons for this. As with dryer fires and global economic collapse, the key is prevention. Here are five tips for not getting stuck with an agency that sucks at B2B. 1. Get a Seat at the Grown-Up […]
Marketing to the F-Word Part II: Feel the Burn
Last time we talked about getting your inner Gordon Ramsay engaged as you target the people who both influence and, often, decide on large B2B purchases. This group, sandwiched between the relationship-driven C-Suite and the process-focused P-Cube, is the F-Word (F is for Functional Group) and it demands a different type of marketing. To win […]
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