Latest Columns

1. Practicing Marketing & Sales Mindfulness 5/8/2026

   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. 

2. Measuring Results 5/1/2026

   The 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.  

3. Sales Lead Follow-Up That Builds Trust 4/24/2026

   Effectively 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.

4. Aligning Content To The Real B2B Buyer's Journey 4/20/2026

   Few things build trust faster and more effectively with buyers than a content marketing strategy aligned with the real B2B buyer’s journey. 

5. Root Cause Analysis When B2B Marketing & Sales Underperform 4/15/2026

   When linear, process-driven production issues occur, engineers and scientists conduct root cause analysis to get to and solve the core problem. Underperforming marketing and sales programs often waste time chasing symptoms rather than solving real problems. While well intended, those us in the marketing and sales could use some help. 

6. The Real B2B Buyer's Journey 4/15/2026

   The single force disrupting the way B2B solution providers market and sell is also the most critical to business success, buyerrs. Far too many B2B solution providers have been slow to adpt to how buyers make purchasing decisions.

7. Earn More Business With Buyer-Aligned Sales Lead Follow-Up 1/5/2026

   The outcome we should have for every sales follow-up with a potential buyer is to help them advance to the next stage of their buyer's journey.

8. Customer-Centered Content Marketing - Part 2 1/4/2026

   It is important to understand that potential buyers are on a journey to solve problems, not necessarily buy something. If you want to be considered as a solution provider, you must be a helpful participant in their problem-solving journey, the entire journey.

9. Customer-Centered Content Marketing Part 1 1/3/2026

   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.

10. The Real Buyer's Journey 1/2/2026

    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.