B2B

The Dangers of Rushing a Business to the Altar

A recent article by Lori Wizdo, VP and Principal Analyst for B2B Marketing, Forrester Research is a sobering reminder of what can happen when you “rush a business to the... ...Read more

The Economics of Content Marketing: ‘Stock and Flow’

Five years ago, Robin Sloan wrote a blog post for Snarkmarket exploring the economic terms “Stock” and “Flow” within a modern marketing context. For those who didn’t suffer through... ...Read more

Marco. Polo. Using Predictive Analytics and Marketing Automation to “Catch” Prospects.

Remember playing Marco Polo in the swimming pool? If you were “it” you had to close your eyes and call out “Marco.” Everyone else had to reply “Polo” making... ...Read more

The Case for B2B Customer Experience

PK’s own Martin Mehalchin recently had the opportunity to contribute to a Forrester B2B Customer Experience Report, How B2B Companies Make The Case For Customer Experience, published by Forrester... ...Read more

A Modern Sales Process for Sales Teams in a Customer-Driven Economy

There is no secret that having a well-defined sales process will enable you to accelerate your sales cycle. However, what we often find is that most sales processes are developed... ...Read more

Can I Get Your Number? Why B2B Marketers Should Tap Mobile Marketing.

Do you know where your smartphone is right now? Chances are yes.  In fact, you probably just quickly checked your pocket.  Remember the time when you raced out the... ...Read more

You’ve Got a Content Marketing Strategy. So What’s Your Plan To Build Content With Purpose?

Earlier we talked about a shocking statistic from Marketing Profs 2015 Content Marketing Benchmarks indicating that although 83% of Marketers have a content marketing strategy, only 35% have documented... ...Read more

Customer Experience Professionals Association (CXPA) Insight Exchange 2015 Recap

The recent Customer Experience Professionals Association Insight Exchange in San Diego was a great forum of CX professionals sharing ideas and discussing trends that are shaping customer experience today.... ...Read more

“Content Science” Isn’t Enough for Successful Content Strategy

Three building blocks for B2B marketers B2B marketers are learning from B2C and incorporating content marketing as a strategic lever in their marketing approach.  This trend is moving fast... ...Read more

Getting Your B2B Net Promoter Score Program on the Right Track

Net Promoter Score (NPS) programs can be powerful tools for B2B firms to drive customer loyalty, growth, and profitability. Research shows improved NPS performance for B2B firms correlates strongly... ...Read more