FEATURED ARTICLES
This is not about current pop-mindfulness trends that have us sitting with our feelings and meditating after a yoga session followed by a morning of intermittent fasting. Not that there’s anything wrong with that! To understand what I mean, let’s think of the opposite of mindfulness, mindlessness.
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![Sorting data, Big data visualization, Information analytics-GettyImages-1331516155]( "Measuring Results")
Measuring ResultsThe way organizations measure results in the modern digital, data-rich environment requires a dramatic shift in thinking from one that measures ready-to-buy leads and closed sales to one that has valuable business intelligence as an outcome.
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![Trust-GettyImages-685797996]( "Sales Lead Follow-Up That Builds Trust")
Sales Lead Follow-Up That Builds TrustEffectively following up with a prospect, a good target audience match, calls for a combination of nurturing, listening, discovering, informing, educating, offering examples, and above all, helping.
TRAILBLAZER INTERVIEWS
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![Why Start ups fail]( "Why Start-Ups Fail And What Business Leaders Can Do About It")
Why Start-Ups Fail And What Business Leaders Can Do About ItClaire Martel is Co-Founder, CEO and President of Murdock-Martell, a finance, accounting and human resources firm that works with some of the most innovative life sciences and technology startups. In this edition of the Trailblazers, she shares her insights into the root causes leading to start-up failure and what innovators should do to avoid them.
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![Greg Ippolito]( "Real B2B Marketing, No Artificial Ingredients")
Real B2B Marketing, No Artificial IngredientsGreg Ippolito, President & Creative Director at Ippolito Media Arts, IMA, is back in this episode of the Trailblazers. He speaks about a new type of silo that is appearing in B2B solution provider companies that results in fragmented marketing plans and has businesses questioning their ROI, and the ever-growing B2B buyer team.
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![Special Edition]( "Special Edition - CEO Roundtable")
Special Edition - CEO RoundtableRick Hancock, CEO, Argonaut Manufacturing Services; Tim Lowery, CEO, KBI Biopharma & President, JSR Life Sciences; & Tim Mitchell, CEO Sentry Biopharma Services join me for this edition of the Trailblazers to talk about the tri-partnership they have formed, the trends they expect in the pharma industry this year and beyond, and they also offer some sage advice on executive leadership.
GUEST CONTRIBUTORS
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![Chart Meeting]( "How To Create And Use A Customer Persona To Get Results")
When creating your customer persona there are two main camps that organizations fall into. Those that have customers and those do not have customers or at least very few. If you fall into the group with customers that is great, but it still does not mean you are finished, in fact it could be the recipe for disaster.
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![GettyImages-1166191698]( "4 Ways B2B Sales Can Use AI and ChatGPT")
Business-to-business sales professionals are no strangers to innovation. The last decade has seen a shift to Zoom meetings, the rise of hyperscale data vendors, and modern RevOps. The days of smiling and dialing and wining and dining aren’t over, per se, but things are markedly different. Enter the next disruptor: artificial intelligence and ChatGPT in particular.
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![Content-GettyImages-1130879484]( "Content Marketing Is More Than Simply Creating Content")
Today it seems that every business is engaged in some sort of content marketing initiative, which means that in addition to pitching products or services via traditional marketing methods, companies also are producing content to help inform, educate and even entertain their audiences. But because there’s some confusion about what content marketing actually is, many businesses aren’t as effective as they could be in their content marketing efforts.
TRAILBLAZER SHORTS
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![Influencing The Entire B2B Buyer Team]( "Influencing The Entire B2B Buyer Team")
Your sales opportunity dies when the buyer team meets ready to make a decision and even a single person doesn't know you.
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![Mistaking Coordination For Integration In B2B Marketing]( "Mistaking Coordination For Integration In B2B Marketing")
A new type of silo is appearing in B2B solution provider companies that leads to fragmentation of marketing plans and has businesses questioning their ROI.
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![Special Edition - CEO Roundtable]( "Special Edition - CEO Roundtable")
The CEOs of KBI Biopharma, Argonaut Manufacturing Services, and Sentry Biopharma Services speak about what they expect for the rest of 2026 and beyond.
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![mental, mind, brain-GettyImages-1948996929]( "Practicing Marketing & Sales Mindfulness")
Practicing Marketing & Sales MindfulnessThis is not about current pop-mindfulness trends that have us sitting with our feelings and meditating after a yoga session followed by a morning of intermittent fasting. Not that there’s anything wrong with that! To understand what I mean, let’s think of the opposite of mindfulness, mindlessness.
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![Sorting data, Big data visualization, Information analytics-GettyImages-1331516155]( "Measuring Results")
Measuring ResultsThe way organizations measure results in the modern digital, data-rich environment requires a dramatic shift in thinking from one that measures ready-to-buy leads and closed sales to one that has valuable business intelligence as an outcome.
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![Trust-GettyImages-685797996]( "Sales Lead Follow-Up That Builds Trust")
Sales Lead Follow-Up That Builds TrustEffectively following up with a prospect, a good target audience match, calls for a combination of nurturing, listening, discovering, informing, educating, offering examples, and above all, helping.
FYB METHOD
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![FYB Image for LI NL Post]( "The Follow Your Buyer Philosophy Explained")
Life Science Connect, the parent company of Follow Your Buyer, has had a front row seat for the past several decades for the evolutionary transformation of the buyer's journey. Here is what we learned!
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![High speed hi-tech-GettyImages-1414627330]( "The Real Buyer's Journey")
The single force that has disrupted the way B2B solution providers market and sell is also the most critical to business success, buyers. As buyers discovered and embraced on-demand, digital content to help them solve problems, not make purchasing decisions, they pushed long-held B2B marketing traditions aside, rendering them obsolete.
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![Customer-centric-GettyImages-1001534666]( "Customer-Centered Content Marketing Part 1")
Here is the problem that many of us have. We define the B2B buyer’s journey in three stages: awareness, consideration, and decision. And we define awareness as when a buyer becomes aware of us and our solutions. We then develop content strategies focused on our own products and services which is what buyers seek in the late stages of their journey. We miss the opportunity to build trust with buyers when it is most critical. What we need is a content-marketing strategy that is aligned with the real buyer's journey.
THOUGHT FOR THE WEEK
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![Business competition-GettyImages-1395539260]( "Your B2B Marketing Content Has Royal Lineage")
Content is the entire back row of the chess board, the royal rank of king, queen, bishop, knight and rook. These are the most important and, except for the king, powerful pieces on the chess board that can change the outcome of the game with several strategic moves.
BOOK RECOMMENDATIONS & REVIEWS
Joseph Carleone has spent most of his life in executive leadership positions from companies in the defense industry to chemicals, pharmaceuticals and cosmetics. In those 45-plus years he experienced significant change in technology, market shifts, and the nature of the workforce. However, he lived and led by a consistent set of principles.