Blog Posts

Stormy Days Playlist: 12 B2B Sales Enablement Tips – B2B Marketing Article

The COVID-19 pandemic has created massive heartache and loss across the globe. It has also led to the start of a worldwide recession. In stormy times such as this, how should B2B sellers adapt their tactics and strategies? Read on for sales enablement best practices for hard times. #1: Anticipate that inbound leads will decline. During stormy weather, inbound leads will decline. This decline means some percentage of your team’s sales pipeline must come from activities other than responding to…

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B2B Branding | What’s Your Brand Story? (Yes, It Matters) – B2B Marketing Article

It’s tempting to assume that emotional marketing elements like your brand story don’t matter in B2B. But research shows that’s not the case. Marketers lose a key opportunity to gain a competitive edge when they ignore the emotional elements of B2B branding, like brand storytelling. A recent MarketingWeek article agrees, noting that “[B2B] Brands need a creative storytelling element because it is not enough to rely solely on rational product messaging. There has to be clear differentiation and a narrative…

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5 Clues It’s Time for Brand Research – B2B Marketing Article

What do customers just not get about your brand? Well-designed brand research can reveal how customers’ misperceptions are affecting your bottom-line. Brand Research for Business Problems There are a few clues that pop up again and again that indicate it’s time to get some customer insights about your branding in order to solve a business problem. Here are the top five business problems brand research can resolve. Clueless Cold Outreach It’s a great feeling when a potential new account is…

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Nearly 80% of Business Disrupted – B2B Marketing Article

A new study on coronavirus business disruption shows that while every industry has been gravely impacted, some, like tech, are faring better than others. Cascade Insights’ survey reveals how the crisis is affecting business operations across company sizes, sectors, and job roles. (Hint: no business type, size, or function is immune.) New Data on How Novel Coronavirus Is Disrupting Business We’re now several weeks into the pandemic, which means that you’ve read approximately ten million articles about the infectiousness (a.k.a.,…

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Online Research Communities | B2B Market Research – B2B Marketing Article

How well do you know Singapore? That probably depends on how much time you’ve spent there. If you only spent a day in Singapore, you likely remember great things about it. You saw a few of the must-sees, sampled a highly-recommended restaurant, and enjoyed the frisson of excitement generated by being somewhere new. Maybe you got stuck in traffic or found the city’s layout confusing. Still, if I asked you to tell me about Singapore, I would probably get a…

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How Do Customers Really Feel About Your Product? – B2B Marketing Article

Have you ever wondered about your customers’ unfiltered opinions about a product or service? What if you could read a daily diary of a user’s experience as they learn to use your cloud service? That’s the type of access and insight B2B longitudinal research can achieve. Longitudinal research is a study conducted over a matter of weeks or months as participants interact with your product or service. This type of research delivers detailed, in-the-moment feedback from developers, IT implementers, and…

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B2B Marketing Strategy: What’s a Real Differentiator? – B2B Marketing Article

A solid B2B marketing strategy requires differentiators that actually stand out. This seems obvious. But unfortunately, in B2B tech, great differentiators are hard to come by. Tech Needs Better Differentiators Here are a few ways technology companies tend to target the commonplace when they should be highlighting the unique. Multi-Cloud Is Not a Differentiator Sure, “multi-cloud” used to mean something special. When AWS was the only game in town, Azure was struggling to get recognized, and GCP was still on…

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B2B Buyer Personas: Delete The Fluff – B2B Marketing Article

The industry standard for B2B buyer personas is wanting. I frequently see buyer personas built by other vendors that read more like a dating profile than an exceptional piece of analysis and insight. In these poorly amalgamated personas, significant time is spent on demographic details and personality traits of a buyer when other topics are far more critical. Here are a few warning signs that your B2B buyer personas are too fluffy to be useful. Overemphasis on Demographic Details Yes,…

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GTM Strategy | Don’t Go-To-Market Before You’re Ready – B2B Marketing Article

You believe in the company you’re marketing, and so do your product and leadership colleagues. But, often because everyone believes in the business, companies end up with a hero complex. This leads to dangerous territory: a go-to-market (GTM) strategy that’s missing the customer perspective. Whether you’re entering a crowded space or offering a bold new product, you need customer input to understand where the opportunities are (and where they aren’t) when crafting your GTM strategy. It’s important to hear from…

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