Latest Columns

  1. The Follow Your Buyer Philosophy Explained 1/1/2026

    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!

  2. Marketing Through Economic Uncertainty 9/28/2023

    We’re now in the second consecutive year of economic uncertainty. Or is it the third? Despite this pesky funk, there are some signs of improvement and talk among economists of a soft landing. Yet nearly everyone I speak with feels nervous and that is understandable.

  3. Plan Like There Are No Rules 9/28/2023

    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! 

  4. Communicating Your Company Culture And Values When It Matters To Your Target Audience 9/18/2023

    Complex, long-term B2B relationships require more than the adequate delivery of goods and services. Healthy, productive relationships that lead to growth for both customers and solution providers are built on shared values and have a cultural fit at their core.

  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. 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?

  7. Creating Magnetic B2B Content 3/16/2022

    There is a significant groundswell among B2B sellers in employing content marketing strategies to attract buyers. This has created a hyperactive environment in which B2B marketers feverishly crank-out content to compete for share of voice and fuel what they perceive to be an insatiable appetite for content among their target audiences.

  8. Venturing Into The Twilight Zone: The Emotional Dimension Of B2B Marketing 2/14/2022

    B2B marketing material does not have a reputation for being deeply engaging, entertaining, or something that strikes an emotional chord with its audience. And like the Twilight Zone, we find emotional B2B marketing hard to understand and fascinating, but few of us are willing to travel there.

  9. Getting Better Results With B2B Thought Leadership Content 11/16/2021

    B2B companies that have embraced content marketing using thought leadership inevitably wonder if it really makes a difference for their businesses. If you read our first article on this topic, you learned that thought leadership does influence buying decisions. This article examines how we can more effectively engage buyers with thought leadership and achieve better results.

  10. The Scientific Impact Of Using Stories In Your B2B Marketing Content

    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.