Getting Out of the B2B Lead Generation Trap

TrapsMost B2B marketing organizations miss the biggest opportunities to impact their business because they have not identified the right goals.

Why isn’t business coming out of your ears?

Dig into that question, ask why of every answer or assumption you come up with, and you will eventually get to the root challenge and the basis for goals that can move your business forward.

It is easier said than done. [Read more…]

Is Marketing Strategy Out of Favor?

wooden wagon wheelDoes this sound familiar? “We know our budget doesn’t let us do this right, but we need to do what we can.” No wonder marketing doesn’t have respect in so many organizations! You can’t meet your goal, so you “do what you can”? For any other group in your company, this would be completely unacceptable. For marketing in many organizations, it is almost expected.

The result too often is a series of random acts of marketing. One marketing activity that makes sense on the surface, but without complementary components, simply doesn’t deliver what it could. A single solitary activity (or even two or three) that do not surround the audience, that do not deliver and reinforce your message, that are not part of a larger cohesive story, are just random acts of marketing. [Read more…]