Home / Best Practices

Best Practices

The 4 big reasons you need an ABM strategy right now

There are four significant trends making account-based marketing (ABM) a major focus for B2B marketers: Rising customer expectations are the most disruptive trend in business today. Customers no longer make categorical distinctions between their personal and professional brand relationships. They expect all companies to provide highly valuable personalized experiences all …

Read More »

Measuring Sales and Marketing based on Customer Outcomes

Have you ever used Uber X, the freelance taxi service? Half the cost of a cab and twice the level of service. The cars are immaculate. The drivers are almost overwhelmingly nice. They care deeply about your experience. Not because they want a tip. They want your 5-star feedback. That’s …

Read More »

Top 3 customer experience challenges for marketers

Customer experience management is fundamentally about providing a seamless and consistent flow as prospects move through different phases of development and points of contact with a supplier. Delivering on this presumes a level of connectedness that many marketing organizations struggle to achieve. The reason for the struggle is that there …

Read More »

Sales process – the missing ingredient for marketing ROI

Most marketers in B2B enterprises have never been trained on sales process. If I were running your marketing or sales organization this would be the first thing on my agenda. Why? Because without understanding sales process, marketing is essentially set up to fail. How can anyone improve or contribute effectively …

Read More »

Best Practices for Paid Social Media – An Up and Coming Tool for B2B Marketers

The stigma of social media is something I have been fighting for years. As someone whose education and career has mirrored Mark Zuckerberg’s (minus the dropping out of an ivy league school to build a multibillion dollar company and taking it public…so really when I say “mirrored”, I mean we …

Read More »

IDC’s 2013 Chief Marketing Officer ROI Matrix: Are you a Marketing Leader, Achiever, Contender or Challenged?

IDC’s 2013 Chief Marketing Officer ROI Matrix If you are a B2B Marketer you’ve read the articles, heard the pundits, and attended the conferences – marketing is transforming. This is not ground breaking news. However, what you probably have not seen is a tangible and holistic way to measure your …

Read More »