Relevant B2B Content on the Decline

Only a quarter of marketing professionals believe their B2B content marketing strategy is effective.Most B2B content is missing the mark, according to a January research study by Heinz Marketing and ON24. The study polled more than 150 B2B marketing professionals across various roles, industries, and organization sizes.Just one in four respondents believe...

May 2020

Mean people suck in marketing and what to do about it

Why does most marketing stink?According to Michael Brenner, “the reason most of the marketing that we do that stinks and doesn’t work is that some executive with a big ego asked us to do it.”On top of that, marketers are not in a happy place.According to MarketingProfs 2019 Marketer Happiness Report, “Only 10% of marketers say they were very fulfilled...

Feb 2020

Customer Experience and lead generation, yes really

I was interviewing a leader about her recent buying experience, who said, “after I got my title, it was like I became a target.”She was already swamped as her inbox filled with cold emails, calls, email sequences and more.She wondered why sellers and marketers weren’t thinking about her experience (even before she expressed interest.)I wondered what...

Feb 2020

We stopped trying to convince customers and got triple the results

One small thing changed my B2B marketing work in a big way.About five years ago, someone sent me a video on a Tulsa, Oklahoma business that changed the entire way I approach sales and marketing.The first thing that caught my attention was that Mother Teresa had publicly endorsed the business. “Wait,” I thought. “Mother Teresa endorses businesses?”The...

Feb 2020

How to stop the hustle and establish work-life boundaries

Has our devotion to work and hustle turned into the UnAmerican Dream?Some of the hardest working people I know are in sales and marketing.We often read success stories about how hustle and grit drove fantastic success.That said, the relentless pursuit of success can leave behind damaged relationships and personal life carnage in its wake.Take me, for...

Feb 2020

How to Get Sales and Marketing Operating as One Team

Marketing and sales alignment working together as one team is really about the customer.Why? Because today, buyers are in control.For this reason, we can no longer have an artificial divide between marketing and sales.That’s why I interviewed Heidi Melin (@heidimelin), CMO at Workfront on how to get sales and marketing operating as one revenue team.Brian:...

Feb 2020

How to Scale Your Account Based Marketing Efforts Faster

There’s no double that Account Based Marketing (ABM) is hot amongst B2B marketers. Everyone is talking about it.After all, who doesn’t want larger deals, better close rates, and more loyal customers?I know there are a few definitions out there for Account Based Marketing, but we define it as a go-to-market strategy that coordinates personalized marketing...

Feb 2020

4 ways to adopt human-centered marketing and get better results

Have you thought about how you can humanize your marketing?This post is going to focus on why you may want to reconsider your current marketing approach and 4 ways you can to practice human-centered marketing.Why we need to be more human-centered?  We have more marketing to sales technology to connect with customers today, but they’re tuning us out.Why?...

Feb 2020

How to Improve Marketing Qualified Lead Routing Results

In this post, I’m going to share seven tips to help you improve lead routing for more sales.Have you intentionally managed and optimized your marketing qualified lead routing and assignment process?If not, you could be losing sales, and marketing ROI not know it.Let me explain.LeadData’s new report, The State of Lead Management, based on a survey of...

Feb 2020

How to get your marketing words unstuck and connect with customers

How can marketers better connect with people we hope will become our customers?Over the few years, I’ve been researching why there’s such a disconnect between marketing and customers so I can understand how to bridge that gap.Why? Because right now, the trust gap between marketers and customers has never been more significant.For example, this recent...

Feb 2020