Walk the halls of your office and ask 10 employees to tell you the value your business offers customers. Most likely you will hear 10 different answers. Now ask your senior leadership the same question. You will likely hear numerous answers that relate more to that person’s role in the business than the value your [...]
In a recent blog post, Seth Godin wrote, “The digital asset that matters is trust. Awareness first, then interaction, and maybe a habit, but all three mean nothing if they don’t lead to permission and trust. The privilege of connection.” Trust in the B2B buying journey has never been more important. A recent Demand Gen [...]
Content Marketing Institute’s 2014 B2B Content Marketing report found that 90 percent of B2B marketers use content marketing as part of their marketing program, yet only 42 percent of marketers queried believe they are effective at content marketing. The report also found that only 44 percent of marketers have a documented content strategy. Those B2B [...]
According to CEB, 53 percent of sales executives say that consistent messaging in the sales process is a significant challenge. When you pair this statistic with the fact that salespeople spend an estimated 40 percent of their time developing their own sales presentations and other customer-facing communication vehicles, it becomes obvious that your sales team [...]
According to Glen Petersen’s book, The Profit Maximization Paradox, which includes research conducted by the CMO Council, the American Marketing Association and Booz Allen Hamilton, salespeople spend an estimated 40 percent of their time preparing sales presentations and other customer-facing content. And yet, only 10–20 percent of salespeople create deliverables that are compelling to customers [...]
Seth Godin recently wrote, “Marketing used to be what you say. Now, marketing is what you do. What you make. How you act. The choices you make when you are sure no one is looking.” This idea that marketing is everything is why, according to a recent study published by IBM Institute for Business Value, [...]
Chief marketing officers and other C-suite executives across all industries recognize that customer experience is crucial as both a business driver and key differentiator. In today’s constantly connected world, customers expect a cohesive experience across all touchpoints. When this expectation is not met — when the link between what a company says and what it [...]
On August 12, Korn Ferry revealed results from its 2014 Marketing Pulse Survey. The results indicate that marketing executives are under increasing pressure to demonstrate how their work drives revenue and contributes to business goals. In fact, 57 percent of CMOs cited the inability to directly connect marketing efforts to tangible business goals as a [...]
In the CMO.com article “The New Keys to B2B Marketing Success,” Glen Hartman, global managing director of digital transformation for Accenture Interactive, explains, “The marketing purview has expanded. The relationship with customers is defined by the experiences you deliver across marketing, sales, and service; online and offline; before, during, and after campaigns and transactions. Focus [...]
