The Point
OCTOBER 10, 2013
Dave Brock wrote an excellent post recently (“ I’ve Never Ever Sold a Computer or Piece of Software ”) on what technology buyers really buy. That doesn’t mean that business value is irrelevant. In fact, the same study states that business value is a prerequisite for consideration. Like the ability to keep one’s job.
The Point
FEBRUARY 18, 2020
The conclusion: most B2B companies were failing to follow even the most basic lead management best practices, even in areas that one would assume were a primary business case for purchasing marketing automation in the first place. The major software players in the marketing automation space have also seen a lot of changes in the last 5 years.
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The Point
MARCH 24, 2021
B2B creative works when it generates measurable results and drives business, period. I may visit my neighborhood Starbucks based on emotion and comfort and brand allegiance, but if I’m making a six-figure decision about enterprise software, I’ll be doing so based on the cold, hard facts, thank you very much.
The Point
FEBRUARY 27, 2018
Following on the heels of CAN-SPAM (US) and CASL (Canada), the General Data Protection Regulation (GDPR) is the latest in a series of government regulations that promises to have a major impact on the way B2B marketers conduct business. The penalties for non-compliance with GDPR can be severe. Let Visitors Opt-Out of Cookie Tracking.
The Point
MARCH 3, 2015
Even though marketing automation is indeed a primary business driver for Spear, I’m not convinced that the particular scenario that Mr. Raab predicts is in our future. Here’s why: One reason is that agencies aren’t structured to sell software. Most won’t, I suspect, because it takes them too far outside their core business focus.
The Point
MAY 16, 2019
One of the real-life campaigns I included in my presentation last week – A Crash Course in B2B Email Creative – at SiriusDecisions Summit in Austin, was this Webinar invitation from Marin Software. Note that none of this has anything to do with why you’d want to do business with Marin. We’re not fooling anyone.
The Point
SEPTEMBER 19, 2018
You’ll almost certainly work harder, and earn less, than you would at a large company, but the nature of the agency business means you’ll get exposed to a much broader range of (client) companies, industries, and product categories. If marketing software is a merit badge, be an eagle scout. You’ll wear more hats. Click To Tweet.
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