Stripe’s a payment processing company. But their mission isn’t to do loads of payment processing. It’s to grow the GDP of the Internet. The GDP of the Internet. It’s bold enough to set the bar insanely high. And it’s broad enough to be about the outcomes that really matter to their customers. To grow the […]
When you are in the IT B2B arena, chances are you will deal with different types of decision-makers in different levels of management. These people can be the IT Managers, CIOs, CTOs, VPs, or CEOs. If you are lucky enough (pun intended), you might find yourself like a bouncing ball as one decision maker tells
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Think about this. In your organization, whose job is it to come up with your company’s value proposition? As a lifelong marketer, I’m aware that value proposition development is widely seen as a marketer’s “thing”. But what really gets to me is that this narrow view forms the crux of the alignment problem that most
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Imagine that you’ve built a terrific product and are all set to launch it in the market as the next big thing that will solve people’s problems. But which people? “We are targeting everyone” is a phrase that no strategic marketer ever wants to hear. And yet, this seems to be a common practice amongst
Editor’s Note: A B2B adaptive marketing strategy using marketing automation can help you predict and deliver the best message to your prospects, at the perfect time, through the ideal channel with machine learning. What’s your definition of spam? If you’re a marketer, your definition of it might be, “marketing messages, specifically emails, sent without permission.”
4. Blogs: Keywords are Key Blogs are one of the most commonly used content marketing tools: According to the Content Marketing Institute, 80% of all B2B marketers publish blogs. Yet, many marketers question the effectiveness of their blogging efforts. That’s not surprising, because many blogs feature a seemingly random collection of posts that aren’t coordinated
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Pixaline / Pixabay As a B2B Marketing consultant, one of the questions I get asked most frequently is “how can I really know what my customers care about?” And, my answer is always the same — please do your research. If there’s one thing that has always confused me, it’s why businesses choose to skip
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