Latest Columns

31. 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. 

32. 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!

33. B2B Content Marketing: The Importance Of Knowing What Your Prospects Care About

    “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.

34. What's Your B2B Marketing Superpower?

    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.