Marketing

Trot out the same old tired sales pitch and watch the competition eat your lunch. Meaningful business stories sell because they engage customers to buy. But sales and marketing folks often fail [...]

In the B2B world, accurately estimating sales is as easy as solving a Rubik’s cube blindfolded on a roller coaster. We’re not talking about e-commerce here but about large-dollar, complex service [...]

Cliché alert: “The world has changed,” “The only constant is change,” and “Can’t live in the past.” Now that’s out of the way, let’s just say it: There is no magic wand to return office work to [...]

COVID-19 has been a nightmare for science to communicate what’s going on. The fire hose of information from diverse sources with conflicting agendas feels like wearing roller skates on ice. [...]

Tomorrow is officially back on the calendar. Businesses will dig out from sheltering in place. They’ll be coming from a feast of selling emergency services to essential businesses in the [...]

We live and work in a culture and time swimming in new technologies, many of them little more than hyper-hyped optimism. Tech-hype has warped service expectations when B2B customers [...]

Duration and place. If you want to get B2B marketing messaging right, pay attention to these two factors. Duration Jacques Pépin, a French chef and television personality best known for his [...]

B2B marketers constantly dig in to understand how customers think, judge, and determine what’s important to them. All this to create better messages and engagement. They pull qualitative [...]

Foundations dictate potential. They determine how high an enterprise can be built. This is true for the Leaning Tower of Pisa, and B2B suppliers. In 1173 A.D. the Tower of Pisa was started and [...]