B2B Marketing, Digital Media and Marketing Strategy
As B2B marketers enter the 2012 strategic planning season and begin shaping executional plans, it is important that we get it right. The goal is to create a strategy that survives the full year (and beyond) and gives you a framework for more tactical planning, execution and optimization.
Today, many companies have replaced strategic planning with a set of goals and tactics, without a formalized marketing strategy. [Read more…]
This post was sparked by a spirited, and at times emotional, debate during the #bizforum chat on Twitter yesterday evening. Thanks to @samfiorella for instigating and @chieflemonhead, @MaureenB2B, @PrashSabharwal and @josepf, among others, for a spirited discussion.
B2B buying is complex because the products are complex. Evaluating B2B solutions is hard, and the final decision is not made with absolute knowledge it is the right decision.
I submit as Exhibit A: the numerous regrettable ERP and CRM investments that have been made by large corporations.
In B2B, buyers are incredibly knowledgeable, but they simply cannot be certain. To confidently proceed, they must believe they are making the best decision. At its heart, it is an emotional decision. [Read more…]
In America, we relish our freedom. Many early European settlers to America were seeking freedom to live a Godly life, one they were not able to freely and openly live in Europe. Our nation’s founders fought to enshrine the freedom those early settlers came in search of when our nation was formed.
The formation of our country illustrates what happens when people are not allowed to pursue a course they firmly believe in. [Read more…]