High-value

(Post 3) A deeper dive into effective late-stage marketing and sales – B2B Marketing Article

First, let’s recap the six stages of the customer decision journey and simplify things a bit. The first five stages lead you to an exchange, a closed deal. How to simplify those five steps? Focus on the four conversion points. The first conversion point is helping a person move from being unaware to thinking about a change.

Read More

Why marketing fails and what to do about it – B2B Marketing Article

Eleanor, a key marketing executive at a middle-market company in the Southeast, sat at her desk and studied the numbers. Over the past few years, pressure had been ramping up, and leadership team meetings were an hour of the week that she dreaded. More questions, more demands for answers, more weight on her shoulders. The pressure to produce the revenue that the company needed to hit its quarterly number was unrelenting.

Read More