Is Your B2SMB Funnel More Like a Strainer?
Customer centricity is the key to retention. A recent Gallup report begins with a startling statistic: “Only 29% of B2B customers are fully engaged—that is, emotionally and psychologically attached to…
What B2SMB Marketers Can Learn from the Best Pizza Makers
Get outsized results by showing SMBs that you care. I recently listened to a podcast from Seth Godin about pizza. What could this possibly have to do with marketing and…
The Risk of Legacy Tactics When Marketing to SMBs—a True Story
Disruption cuts both ways as new competitors court SMBs. I write this after chatting with a friend who owns a few fast-casual restaurants in the NYC area. He told me…
Is Your Content as Great as You Think It Is?
When your content is great, you will hear about it. Content today needs to be great, not just good. Otherwise, at best, it just gets ignored. At worst, it harms…
The Truth About Lead Generation (Why Your Cost of Sales Is Increasing)
What the latest report from Chief Marketer means for your business. Engaging prospects and getting them to convert are the biggest lead gen challenges for B2B marketers, according to Chief…
3 Reasons Why CMOs & GVPs Need to Get Involved with Content
Successful content programs have support from the top At a recent conference in New York, I spoke with executives from several companies who shared their original, compelling and successful content…
Is Your Inside Sales Team Missing Out?
How to use content to nurture tomorrow’s customer. A fresh “lead” comes into your inside sales organization. The lead might have downloaded their 3rd gated asset or filled out a contact…
How to Use Content to Help Sales Speak “On-Brand”
You work so hard to craft your brand image, position, and strategy and then even harder to execute all of the elements needed to convey that image and message to…
4 Ways Your Content Is Slowing Down the Sales Cycle
Hopefully your content is breeding trust with prospects and customers and moving them more quickly toward a purchase. But your content could have the opposite effect and actually do harm…