B2B solution providers have experienced a significant amount of disruption in the past two decades.
Technology, competition, and challenging economic conditions are features of our business landscape, but the seismic nature of these disruptions come from buyers and the journey they take to make purchasing decisions.
This edition of our newsletter dives into the real buyer’s journey. Solution providers who understand it, accept it, and adapt their business to helping their buyers navigate this journey are far more successful than those that cling to outdated models.
Our feature article is the story of a medical technology company that has focused their business on the biggest opportunity by gaining a deep understanding of the greatest problem their target audience faces.
We also explore ways to better understand your customer, create more engaging content, plan for the next year, use martech more effectively, and practice Kaizen.
You might describe Enlitic as a modern healthcare technology company and you wouldn’t be wrong. But, while they use a blend of technologies paired with artificial intelligence (AI), they prefer to call themselves an intelligence company. The way they position themselves in the market and communicate their value is an excellent case study in effective B2B marketing communications.
It’s one thing to create content, but it’s another to engage your audience altogether. And, if you’re not engaging your audience by educating or entertaining them, then what’s the point of creating content in the first place?
This is the time of year when marketing leaders and their teams are establishing goals and developing plans to achieve them for the next year. But to offer some intense candor and honesty, many of us are not great at planning. We love to talk about ideas, create entertaining slide productions, and populate complex spread sheets with words intended to convey a strategic vision. But that’s not real planning!
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.
“What should my content be about?” That is the most common question I hear from B2B marketers. Well, it should be about something your target audience cares about. For complex B2B purchasing decisions, target audiences are comprised of a buying team of a half dozen members or more working in collaboration to solve a problem, not necessarily buy something. To attract them, the content we create should be about the problems they’re trying to solve. Discovering our prospects’ biggest cares isn’t often easy, here are four ways to do it.
The Hudson River flows from the Adirondacks southward to New York Harbor. In some places it is peaceful and picturesque, in others, busy with large commercial ships, high winds, and changing tides. If you’re navigating the river in a small boat, it’s important to pay attention to your surroundings and keep an eye on your destination. A boat that is adrift poses a great danger to itself and its occupants.
Hayato Nakamura recalls the excitement he experienced when he reported for his first job out of college with a Fortune 500 company. His onboarding consisted of being walked to an office cubicle containing only a desk and a phone. He was handed a printed lead list and instructed to begin smiling and dialing. It wasn't long before his bliss melted away and the grind set it in. There must be a better way, he thought. Good news, there is!
According to Masaaki Imai, founder of the Kaizen Institute, kaizen means improvement in one’s personal life, home life, social life, and of course, work life.
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