It turns out that B2B buying is far from rational. The latest research shows that 99% of buying behavior is about managing risk. Here's why, and what you can do about it.
Modern B2B Marketing
April 22, 2009
March 18, 2007
Strewn around my house are pens, coffee cups, calculators, USB memory sticks, and assorted swag from various companies I've met over the years. What is the purpose of all this stuff? Does having a leather portfolio with a vendor's logo...
Read Full Post: B2B Branding - Why Branding Matters in B2B Marketing
March 08, 2007
RainToday.com's recent report "What's Working In Lead Generation" got me thinking about the relationship of thought leadership to branding and lead nurturing. In B2B marketing, all three serve the same purpose: to establish your company as a trusted adviser, so...
Read Full Post: How To Use Thought Leadership To Build Brands and Nurture Leads
December 06, 2006
Before the Internet, buyers got most of their information by talking directly with sales reps. As a result, it made sense for sales to engage with the customer early in the buying cycle. Today, however, buyers use the Internet to...
Read Full Post: 5. Help buyers research early in the sales cycle
November 06, 2006
Seth Godin recently had a post called The 249% Solution, in which he referred to a Yahoo! study on how brand ads and search ads interact. The study found that for one Yahoo! client, (Harris Direct, an on-line brokerage), a...
October 07, 2006
I had the opportunity to attend this year’s CMO Council Summit in San Francisco, titled “The Power of Engagement: Gaining Customer Intimacy, Influence & Inspiration”. The sessions were heavily focused on consumer marketing and brand building, so this summary will...
