prospect 
Digital B2B Marketing
MAY 9, 2011
Underlying the content I saw a common thread: sales and marketing needs to serve prospective customers. Here is my view on how a service attitude towards prospective customers underlies three of the key messages from SiriusDecisions. Extend Alignment to Product Management and Development. Aligning Sales and Marketing.
Digital B2B Marketing
OCTOBER 6, 2011
Your blind spot is all the time potential prospects spend on competitor sites, on editorial properties, on topical blogs or discussing with peers. When you score prospects based on activity, your scoring is biased towards prospects that are considering your solution or view your products favorably.
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Digital B2B Marketing
OCTOBER 6, 2011
Your blind spot is all the time potential prospects spend on competitor sites, on editorial properties, on topical blogs or discussing with peers. When you score prospects based on activity, your scoring is biased towards prospects that are considering your solution or view your products favorably. Social Media Scoring.
Digital B2B Marketing
MAY 19, 2011
Before someone buys (and even for a period of time after), whether they are choosing an advertising agency or an ERP solution, they do not know the value. They have not worked with you yet, they have not used your product. Your prospect is doing their own research. You are selling an experience good.
Digital B2B Marketing
AUGUST 30, 2011
With complex buying processes, multiple stakeholders, and a high touch sales process, how important is a brand? The buying process in some businesses is clearly defined, but it is not rational. B2B buying decisions are emotional decisions with a rational justification. And what does that have to do with a woozle?
Digital B2B Marketing
JUNE 2, 2011
Current marketing wisdom says content should be mapped to buying cycles. Question: Where is awareness most valuable in the buying cycle? Question: Would it be better if prospects where aware of your company when they started the research process? Stage zero content is fundamentally different from buying cycle content.
Digital B2B Marketing
JULY 21, 2011
Content Marketing should provide valuable information to your market at large and to prospects at each stage of the buying process. Much of it looks like a product pitch, full of promotional product-benefit language. Ideally, your content is easily discovered, naturally making you and your content a resource.
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