Latest Columns

31. Is It Time To Defrag Your MarTech Stack?

    At any point on a typical day, at least a dozen applications are open my computer. Adopting each one came only after careful consideration, but each was primarily evaluated on its own merits and its ability to integrate with other applications received less attention. Over time it became fragmented and my MarTech stack looked more like a Jenga tower on the verge of collapse. If your experience is similar, it might be time to defragment your suite of marketing technology tools. 

32. Enlitic's Formula For Success – Enthusiastically Focusing On The Biggest Opportunity

    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.

33. Sell Like a Dog

    Whoever coined the term “work like a dog” must not have owned a dog, at least not one of our modern-era pets who have earned family-member status. As our love for our four-legged companions has grown, so too has our desire to understand them through formal training, books, and podcasts. Despite all this expert advice, I believe our pets’ ability to understand us far outpaces our ability to understand them. How do they do it and what can we learn from them about sales?

34. Accelerate Business Growth With Sales And Marketing Interoperability

    When trying to discover why our business is not growing as much, or as quickly, as we like, it is common to initially blame uncertain economic conditions or other factors outside of our control. If we look inward at the things we can control, we may point to low quality leads from marketing or undisciplined sales teams that fail to close. The real problem is not often siloed in either marketing or sales, but in how they work together.

35. To Gate Or Not To Gate, That Is The Question

    Think back to the last time your interest was piqued by an article or study with an interesting title. It may have had a compelling introduction that caused you to want to read more. So, you clicked on the “read more” button only to be met by a gate that required you to provide a half dozen pieces of personal contact information. Whether to gate or not gate content is a common question posed by B2B content marketers. It is a great question and worth some thought.

36. What's Your Favorite Flavor Of Social Media?

    When it comes to your company’s social media presence, it’s like walking into a Baskin Robbins, the choices are numerous, they offer samples, and they’re all delicious. We happily agree to a demo and before we know it, someone is asking us if we’d like those two scoops of LinkedIn Premium in a cup or cone? 

37. How One Small Marketing Operation Does Big Things By Asking “What If” Questions

    Like many of us, Janette Buechler, Director of Sales and Marketing Communication at Pharmatech Associates, a USP Company, was encouraged to use her imagination during her childhood, but perhaps with a little twist. Janette recalls playing a game with her grandmother called What If. They would propose what if questions to each other to stir their imaginations.

38. Generating Big Business With Ease

    At the same time the transportation industry was experiencing a record number of bankruptcies, Ease Logistics grew their revenue to more than two-times greater than their projections. How did they do it? According to Alisa Alvich, Marketing Manager at Ease, they delivered and communicated innovative solutions that go beyond their core transportation service, not only to their customers but also their community. She refers to it as new age marketing.  

39. Differentiation, The Forgotten B2B Fundamental!

    B2B sellers tend to consider differentiation early when new products or services are being developed or at the end of the buyer’s journey when salespeople are overcoming objections or in a head-to-head battle for business with a competitor. It is not used enough when it can be most impactful, during the early and middle stages of the buyer’s journey. 

40. Are You Transforming? Your Buyers Are!

    Transformation has earned buzzword status in modern B2B marketing and sales vernacular. B2B organizations are undergoing digital transformation, sales transformation, business transformation, and perhaps a few others too. But what’s behind the buzz? Buyers!