Latest Columns

61. What Does A Helping B2B Relationship Look Like?

    If there was a Mount Rushmore for the world of sales, Zig Ziglar would hold an anchor position. Zig was a prolific author, captivating motivational speaker, salesman, and personal development trainer. He helped millions of people achieve goals that they believed were beyond their reach. He also redefined the relationship between seller and buyer, one characterized by helping!

62. Is Your B2B Social Media Program Like A Self-Licking Ice Cream Cone?

    For years when a B2B company expressed an interest in starting a social media program, I often cautioned them that it was like a self-licking ice cream cone. Were they prepared to continuously put fresh scoops of content on their page? However, my advice was wrong!

63. Are Your Customers Everywhere In Your Marketing Content?

    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. 

64. Controlling Your Destiny: One B2B Company's Story Of Continuous Improvement And Digital Transformation

    Studies seeking to reveal what’s on the minds of business leaders nearly always include a large helping of digital transformation. Businesses of all sizes, types, and in all markets are undergoing digital transformations. Let’s face it, the entire world is transforming digitally.

65. If You Want Effective Inbound Marketing, Start With Understanding Your Buyer

    For Erin Moore, from Trew Marketing, the road to sales success begins with in-depth customer persona development. Shortcutting this all-important first step nearly always results in poor results when trying to attract and sustain the attention of prospects throughout long, complex buyers’ journeys. Read more to hear how she does it!

66. 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. 

67. 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.

68. 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?

69. 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.

70. Outperforming The Competition With An Underdog Attitude

    We love underdogs. Remember when the US hockey team earned a gold medal with an astonishing defeat of the Soviet Union in the 1980 Olympics? Or how about the perennial underdogs, AFC Richmond, coached by our favorite uber-optimist Ted Lasso.