Customer centricity has become a buzzword that every business throws around—“We put the customer first.” But what does that really mean, and how is your organization applying it? Are you just saying it, or do you have true commitment behind your words? Imagine you’re the IT manager for a fast-growing company. Your infrastructure is bursting at [...]
In B2B manufacturing, sales and marketing channels serve as the bridge between a company and its customers. However, not all channels deliver equal value. Without regular evaluation, businesses may waste resources on underperforming channels while missing opportunities for growth. A strategic, data-driven approach to channel evaluation ensures that sales and marketing efforts are aligned with business [...]
Traditional marketing and account-based marketing (ABM) are two distinct approaches to reaching customers, each with its own strategies, goals, and target audiences. Here’s a breakdown of the main differences between the two: Targeting Approach Traditional Marketing: Traditional marketing takes a broad approach to reach as many potential customers as possible. It’s generally designed to attract a [...]
When people consider working with a business today, they look for several things. They want to be sure the company is capable, that it’s affordable, that it’s experienced, but more than anything else, they want it to be authentic. Authenticity is important for prospective customers to develop trust in a company. They need to trust that [...]
The company’s owners were stunned when their top salesperson left for a position at their rival. When they asked why this key employee was moving on, they learned it wasn’t about money or prestige. The future looked brighter there. Losing their sales star was a gut punch, but it inspired the owners to take a closer [...]
From advances in digital technology to the lasting impacts of the Covid pandemic, nearly every aspect of the business world has been upended in the last few years. Yet far too many B2B sales and marketing efforts ignore the dramatic changes in customer buying behaviors. Although the dynamics between B2B buyers and sellers have profoundly changed, [...]
You’re on vacation or at a conference when you spot something that seems like remarkably clever marketing. You take a photo or make a mental note, and plan to “borrow” it for your own business when you get back home. Is that a good idea? Probably not. The most effective marketing is just like a company’s [...]
Companies pursue acquisitions for any number of reasons, most of which are related to growth objectives. Unfortunately, in the course of folding the new business into their own, companies often forget to integrate their marketing efforts. In some cases, failing to address marketing issues as part of the acquisition can lead to a company unknowingly becoming [...]
It’s not unusual for business owners to have healthy egos. It takes a great deal of confidence to launch and guide a business through the ups and downs. Unfortunately, egos can inflate into so much self-confidence it impedes success. I thought about that after I concluded a conversation with a business owner who responded to my [...]
A famous man quoted the Russian proverb, “Doveryai no Proveryai.” Translated it means trust but verify. Experience has taught me that’s a sound piece of advice for business leaders, too. I say that after dealing with countless business owners who have said “I trust my gut” when making important decisions about marketing or other strategies. What [...]
