Latest Columns

81. Purpose Before Profit

    Unless you’ve been stranded on a remote island attempting to recreate Tom Hanks’ “Cast Away” experience, you’ve likely noticed how captivated business and society has become with being purpose driven. Being part of something that is bigger than ourselves has not only become popular it is a highly successful business model that helps create memorable brands and loyal customers. 

82. 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? 

83. 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.

84. 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.  

85. 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. 

86. 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!

87. 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.

88. 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.

89. What Do B2B Buyers Want?

    What do B2B buyers want? The obvious answer, they want to buy something. Not so fast! It depends on where they are in their buyer’s journey. And for most of that journey, they don’t want to buy anything? 

90. It's Time To Rethink Your Content Approval Process

    If you want to improve your content marketing strategy, start by streamlining how content moves from draft to delivery.