Marketing

A pandemic, economic uncertainty and social distancing -- what a kerfuffle we are in right now. As marketing leaders, it's an incredibly difficult time to direct our teams. Everyone is struggling to navigate our current situation. Yet, while we're all figuring out how to juggle emotions, families, d...

Customer service doesn't have to suffer while your company goes through a difficult transition. In fact, 78 percent of consumers said they stopped doing business with a company because of poor customer service. Now is the time to show your most valuable buyers how you'll keep them informed, updated ...

Does your customer relationship management strategy have what it takes to reach Generation Y? It's estimated that by 2021, an additional $394 billion in revenue could be gained from artificial intelligence adoption in CRM activities in the U.S. As companies grow and technology evolves at a faster-th...

People have been giving presentations for thousands of years, from Moses with his stone tablets to Elon Musk revealing his grand plans to colonize Mars. While the elements of a great pitchman generally have remained the same over the past 5,000 years -- conviction, charisma, credibility -- today's ...

Several conferences I was scheduled to attend have been canceled. All of the sponsors cited an abundance of caution in the face of the unknown consequences of coronavirus transmission and outright COVID-19 pneumonia. That's all to the good, but we need to get business done even in the face of the vi...

The business-to-business buyer's journey is often difficult and long. The typical buying group for a complex B2B solution involves six to 10 decision makers, each of them bringing information they independently gathered to share with the group before making a decision. This information often opens t...

In order for SMBs to compete with larger firms when it comes to customer reach, they need to approach their marketing plan with a strategic mindset. Marketing automation not only provides important opportunities for interaction with the customer, but also saves time.

Business-to-business marketing is evolving -- and it's not just the industry itself. Vendor marketing efforts with customers can and should evolve as well. When you see a vendor selected repeatedly, or it officially earns a designation as a preferred vendor, it's a sign of marketing evolution. Most...

There were more than 170,000 people at Dreamforce a couple of weeks ago, and many more watching from afar. Also, there were well over 2,000 sessions. Numerous announcements sprang from the big Salesforce event. Some announcements and sessions, like the Tim Cook fireside chat, stand out. Of the top s...

Now is the time when growth-minded organizations and their sales leaders begin to evaluate this year while looking ahead to the next. It's a time to identify opportunities for improvement, anticipate industry changes, and solidify a sales strategy that will align with the evolving expectations of B2...

In today's highly competitive B2B software industry, it's not enough to staff a call center and sit back and wait for customers to reach out when they need you -- it's imperative that you take the initiative. When customers have so many solution vendors to choose from, service becomes a strategic di...

With Dreamforce approaching, it's no surprise that Salesforce is making a flurry of announcements. What is surprising are two big ones involving partnering with other vendors, mostly on infrastructure -- announcements that I believe make the idea of an information utility more real with each passing...

Companies stepping into this new era of event marketing are discovering massive, untapped business value in repeatable, scaled event programs. From field marketing programs and roadshows to user groups and sales dinners, companies are going beyond the large tentpole conferences to reach people acros...

As technology advances and consumers' expectations and digital sophistication rise exponentially, marketers no longer can focus on delivering static messages, regardless of how "targeted" or "multichannel" they may be. It's no longer enough simply to greet a customer by name.