Latest Columns

  1. B2B Content Marketing: The Importance Of Knowing What Your Prospects Care About 6/7/2023

    “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.

  2. Focus On The Client Journey, Leadership, Continuous Learning: Insights From A Career In B2B Sales And Marketing 4/11/2023

    Within minutes into my conversation with John Phillips, Vice President of Sales at Pharmaceutics International, Inc. (Pii), I realized that I was speaking with someone with 30 years of experience and wisdom working in the life sciences industry. He is strategically thoughtful, pragmatically tactical, resolutely focused on his customers, and cares deeply about his team. He shared some of the most important things that have served him well throughout his career. 

  3. Measuring The Results Of B2B Marketing: Looking Beyond Sales Lead Attribution 3/22/2023

    While there is an overwhelming amount of data that tells us the buyer’s journey begins long before direct contact with a salesperson, most B2B solution providers attribute leads to something that occurred right before the direct contact. For example, they saw our booth at a tradeshow, or they contacted us right after visiting our website. However, a single piece of marketing collateral rarely, if ever, converts someone from knowing nothing about you to a sales qualified lead. 

  4. Enlitic’s Formula For Success – Enthusiastically Focusing On The Biggest Opportunity 2/28/2023

    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.

  5. B2B Thought Leadership Content Is More Important Than Ever 2/23/2023

    The 2022 LinkedIn-Edelman B2B Thought Leadership Impact Report was released in December. It is the 5th annual study and I believe it is one of the most important reports for B2B companies and their marketing and sales leadership. I recently spoke to Kate Cooper, Executive Vice President and Midwest Market Lead in Edelman’s Business Marketing practice and she shared some key take aways from the report. 

  6. What’s Your B2B Marketing Superpower? 1/11/2023

    Maurice Davis has a superpower, and it is understanding customers. I don’t mean the surface level demographics of age, gender, location, and business. He can see the world from a prospect’s point of view and apply that empathy in helping businesses develop marketing strategies, create content that attracts customers, and grow their businesses beyond their expectations.

  7. The Scientific Impact Of Using Stories In Your B2B Marketing Content 1/4/2023

    According to Katarina Gajdacsova, Chief Marketing Officer at Kiz Digital, including a good story in our marketing content mix helps to connect your products or services with a prospect on an emotional level. After all, we’re human and try as we might to remain logical when making purchases, there is a significant emotional component to big B2B buying decisions. 

  8. Are Your Customers Everywhere In Your Marketing Content? 12/7/2022

    Chevy introduced their 2023 electric vehicle (EV) fleet in September, a traditional time when automakers unveil their new models. The timing of the campaign, done by ad agency Commonwealth//McCann, isn’t unusual, but it is a great ad that offers a lesson in customer-centric messaging. 

  9. Making B2B Human Again! 11/30/2022

    At some point we sucked the life out of our B2B marketing communications. Maybe it’s the way we over automate our outgoing messages or that we’ve turned our marketing departments into impersonal content production centers.

  10. When The Truth Speaks, Take Good Notes! 11/7/2022

    Email marketing is a primary way B2B companies communicate their value and promote their services and products, but when one was the last time you did some list maintenance?