B2B Buyers Are People, Too

Posted by Sean Hagan in Research & Strategy | October 22, 2014

Oh, the humanity. It makes sense that appealing to your customers as people—and showing your company in a more personal light—can yield positive results. After all, people are the ones making purchasing decisions.

But humans are messy. Mood, impulse, rationalization, and reason all contribute to our buying decisions, even when we’re purchasing in a corporate capacity. (more…)

Are You Ready for Social Selling?

Posted by Sarah Baron in Customer Engagement, Sales Enablement | October 15, 2014

The buyers’ journey has changed. Where a buyer once engaged with various sellers to learn about their products and services, social media and online interactions now guide their purchasing decisions. Sellers are becoming obsolete in this buying journey…unless they go social.

Quantity from Quality: Content Development from the Bottom Up

Posted by David Dorrian in Content Marketing | October 7, 2014

B2B marketers don’t need to give up on quality to produce large quantities of content. Start from the bottom up. Here’s how.

4 Must-Have Funnel Metrics for Sales & Marketing Alignment

Posted by Kristin Carideo in Marketing Analytics | September 30, 2014

We all know we need to track together toward revenue, but what about the performance monitoring and optimization metrics that help you understand what is working and what isn’t working on your way to the bottom line?

Content Marketing Isn’t Just for Leads

Posted by Sean Hagan in Content Marketing, Customer Engagement | September 24, 2014

For many companies, prospects are prospects and customers are customers, and never the twain shall meet.

Customer Engagement Lives Here

Posted by Erica Hansen in Customer Engagement | September 23, 2014

Time and time again, the issue of where a customer engagement team should live within an organization comes up. Sometimes called the customer success team, this group is the central hub for all things related to the customer experience. Recently one of our clients, a start-up, was attempting to answer this pressing and important question in preparation for growth and expansion of its customer base. Their ultimate goal? To deliver a solid client experience.

B2B Marketing in 2015: Are you ready?

Posted by Ann Naumann in Content Marketing, Customer Engagement, Marketing Analytics, Marketing Automation, Research & Strategy, Sales Enablement | September 18, 2014

Every year, we make a list of the lessons we’ve learned and the questions that keep us up at night. We think back on the viewpoints, research, and articles that linger in our minds, the ones we find ourselves returning to, again and again. More importantly, we review the most frequent and pressing challenges our […]