Forty two per cent of chief digital officers told Egon Zehnder they believe their next role will be CEO, despite the fact the vast majority are the first in their company to hold their current title and three-quarters don’t feel their organization is prepared for digital transformation. The global executive search firm recently released CDO Decoded: The […]
Tag: strategy
The top 10 things a B2B CMO needs to know to improve their PR firm’s results
If you are a CMO at a large, B2B organization (or simply oversee the marketing functions at your company), you are probably working with a public relations firm to help promote your business. This way, you can sit back and focus on your core responsibilities. Congratulations! You’ve made a great choice! But, before you hand […]
Employee town hall meetings are broken, but B2B leaders can rebuild
Here comes the end of the year and with it countless executive road shows criss-crossing the country to get in front of the team at employee town hall meetings. You’ll stuff them all in a lunchroom or a foyer, maybe a sad hotel meeting room or a drafty church basement. The chairs will be a […]
A graphic novel for business pros illustrates the traps that can threaten an effective strategy
In StrategyMan vs. The Anti-Strategy Squad, the main characters – StrategyMan, Purposeidon, Innovatara, and our trusty researcher Rich – come to the aid of TechnoBody, an innovative tech company about to launch a new, wearable technology product. TechnoBody has been targeted by members of the Anti-Strategy Squad, who want to kill the company’s strategic plan by […]
Street Wisdom for business: Walking your team towards a better strategy
If people like Aristotle, William Wordsworth, Charles Dickens, Henry David Thoreau got some of their best ideas while walking, why wouldn’t a CEO, CMO or sales exec? While Curiosity Inc. has already been working with individuals to test out the “Street Wisdom” approach to tackling difficult questions, its official launch on Friday could also offer […]
CMO Sunday: Culture of Innovation
I had a fantastic conversation this week about why the team at B2BNN is so successful. I was explaining that we all have a shared foundation in Marketing and Technology (in one form or another). With a common foundation, what makes our group unique? What helps us innovate? We are at heart a digital business. […]
2018 Content Marketing Statistics
Saying that content is king truly makes sense today. But this wasn’t a case just a few years ago when content was literally molested, being created only to be overstuffed with keywords and fulfill blunt SEO needs. It’s the first and last thing that modern marketing is and will be all about. It seems that […]
If no one reads your B2B content, does it exist?
Is your content really working for your business? Do you spend a lot of time writing blogs and website content to boost sales for your B2B? That’s great. But, if your target market doesn’t see your content, you just waste time and effort. It’s one thing to create good content. It’s another thing to actually use […]
CMO Super Bowl Sunday
I had a boss once (Hi Al) that was a huge Chicago Bears fan (Go Bears! though they aren’t playing today). He was, and probably still is, immensely fond of using football analogies to help his business team solve problems. Football lends itself to all kinds of team and business analogies. Transformation and innovation are […]
Predictive Analytics Drives Smarter ABM
In 2017, B2B marketers were fully focused on account-based marketing (ABM), and that’s a good thing. ABM helps marketers get an accurate picture of active demand units and their needs, allowing for better targeting with the right content. ABM also helps align marketing and sales, shifting the goal across both departments to deepening engagements with […]
Does Your Content Marketing Boost Sales, or Does It Miss the Mark?
You write B2B content including blogs, social media posts, newsletters, emails, and more each month. You know that it’s important. But… you are not seeing results from all of this work. Why? You may be missing out on some key elements that can take your copywriting from bland to super sales fast! Here’s how… […]
How to Differentiate Your Business: 4 Brand Positioning Options
At the heart of every brand strategy is a firm’s DNA – what makes them different (i.e. their competitive advantage), and how they are positioned in the marketplace. But what if your firm simply doesn’t have any differentiators? This article will explore four options for dealing with this common situation. A. Embrace a new focus […]
Terminus Unites Inbound and Account-Based Marketing with HubSpot Integration
B2B marketers can now trigger account-based advertising campaigns from HubSpot’s marketing software, enabling easy orchestration of ABM with email nurture campaigns Terminus, the leader of the account-based marketing (ABM) movement transforming B2B marketing, today announced its integration with HubSpot Marketing software. By combining HubSpot’s inbound marketing capabilities with the Terminus ABM platform, customers can now […]
Five Reasons Why B2B Companies Fail at Content and Social Media Marketing
In such a rapidly changing environment like the Internet, B2B companies often struggle to understand the concept of content marketing and implement it properly. For some, it’s still reserved for the consumer market, so they abandon the idea. According to 2016 B2B Content Marketing Trends – North America, marketers are predominantly using it but the […]
4 Elements of a Successful B2B E-commerce Strategy
Business customers look quite differently at online purchasing. Their decisions are logical and practical. It all depends on which provider ticks the most checkboxes on their list, who they can trust and who can accommodate them flexibly. In order develop a successful strategy a B2B ecommerce website should concentrate on providing as much useful information […]
5 Steps for a Successful Go-to-Market Strategy
Ask many business professionals if they have a plan for bringing a product or service to market, chances are good they’ll reply, “Yes, we’ve spent considerable time developing our business plan, so we’re ready to go to market.” Not so fast. What’s happening here is not uncommon – many businesspeople confuse a business plan with […]
Three Electric Components of a Data-Driven Marketing Strategy
Extra! Extra! Read all about it! Data-Driven Marketing, or the process of making decisions that arise from the analysis of data, is in the news (again). Let’s review the topic’s latest headlines from the likes of Forbes and Aberdeen. Data-driven organizations are: 3x more likely to have increased revenues 6x more likely to achieve competitive […]
Reinvention: Accelerating Results in the Age of Disruption
Reinvention Defined We define Reinvention as: “Quantum Individual and Organizational Change Accelerated” For you and your organization to be successful, you must have the ability to change, pivot, and morph faster than the speed of the ever-changing external environment you operate within. And you must have the ability to accelerate the results that matter most […]
6 Killer Marketing Strategies for Your Mobile App
Your app is one among an estimated 2.2 million apps in the Apple App Store and, take a deep breath, another 2.5 million apps in Google Play store. How will you guarantee your apps’ discoverability in this sea of already available apps? Simply hoping users will somehow discover your app would be like living in […]
AI and B2B Marketing: Get Ahead of the Competition
Artificial intelligence (AI) has played an important part in B2C relationships over the years. There are thousands of applications, ranging from the recommendation of TV shows to the fraud detection systems deployed across many commercial establishments. The current rise in the use of chatbots is just another level in the use of AI in the […]