Writing
Getting Personal in Your B2B Marketing Messaging

August 21, 2016

Value-based messaging As a B2B marketer, you’ve probably put some energy into revamping your sales messaging to better align with your ...

Writing
The Three Key Attributes of an Impactful Sales Story

June 30, 2016

Most B2B marketers understand that gaining customer attention and mindshare can be significantly improved by shifting away from “pitching ...

Strategy
Client, We Have a Problem

May 18, 2016

The mistake you make is often less important than your response to it. This story is real. The names have been changed to protect the ...

Strategy
Thinking (and Drinking) Out of the Box

March 24, 2016

The power of positive product positioning I was passing through the town of Concord, Massachusetts recently when I stopped at a convenience ...

Strategy
Do the Smart Thing: Test Your Campaigns

March 4, 2016

Testing marketing campaigns is much easier in the digital world. With the many advantages that digital marketing has brought to B2B ...

Writing
It’s Time to Lose Some Weight … in your Content

February 2, 2016

A simple resolution for B2B technology marketing Personal resolutions are an annual tradition. Hopefully you’re already on the way to ...

Strategy
Marketing Automation Success is Not Automatic

January 8, 2016

My first job out of college was in the sales and marketing group of a small high-tech company in Connecticut that sold shop floor automation ...

Strategy
Remember the Influencers

November 30, 2015

Don’t rule out the value of the influencer in your marketing strategy. Most technology business decisions today are made by people who have ...

Strategy
Coca-Cola is a soft drink – not a “liquid candy”

November 23, 2015

Be careful not to over-differentiate your base-level descriptor In an effort to rise above parity among competitors, technology companies will ...

Strategy
When it Comes to Business Partner Programs, Be the Squeaky Wheel.

November 9, 2015

Develop an alliance Business partner relationships and alliances are tricky things. Unlike channel partners (where there’s a ...

Strategy
Finding Gaps in Your Sales Tool Map

October 20, 2015

One of the questions we often hear from technology marketers is: “How do we know if we have the right sales tools?” Certainly you can perform ...

Strategy
Sorry, We’re Not Interested.

October 13, 2015

Understanding when a customer really means it's just too soon. Technology marketers today are faced with a customer base that is quite ...

Strategy
The Customer Purchase Cycle is Rarely Cyclical

October 5, 2015

So maybe it’s time we give it a new name. So much of our standard marketing principles are based on traditional consumer marketing concepts. ...

Strategy
Please, Not Another Competitive Comparison Grid

August 12, 2015

There isn’t a B2B marketer anywhere who hasn’t seen the classic competitive comparison grid chart – and most have probably had to create a few ...

Strategy
Marketing campaign ROI in the land of false promises

July 19, 2014

Recently, a CMO from a technology services company (we’ll call him Matthew) contacted us. Matthew was quite frustrated as he had already ...

Strategy
The 8-Second Website Messaging Test – Part 2

May 15, 2014

In last week’s blog article, we discussed our 8-Second Website Messaging Test – and how it can be used to quickly audit your website’s primary ...

Strategy
The 8-Second Website Messaging Test – Part 1

May 8, 2014

A recent study by the National Center for Biotechnology Information and the U.S. National Library of Medicine revealed that the average ...

Strategy
The paradigm shift in selling focus

April 24, 2014

The Technology Selling Years My first job out of college in the early 1980s was with an information technology manufacturer and systems ...