Ok, maybe firing the entire sales force is a little radical. But wait…put yourself in the shoes of a product exec trying to grow her business unit within a mid- to large-size enterprise. Here is what many, many executives are experiencing in the digital transformation of the four Ps — product, price, promotion, place: Digital […]
Increasing Data and Analytics Usage is the #1 Marketing and Sales Priority for B2B Companies No one will be surprised to hear that – according to a recent Forrester study1 – 82% of B2B companies believe that increasing the use of data and analytics for marketing and sales is a top priority over the next […]
In 2018, it seems that almost everything that could be said about social marketing has been said. But, when we talk to executives with “social media” in their title, whether in B2C or B2B, there is one area that still comes up as a huge untapped opportunity: deriving real-time, breakthrough insights from prospects and customers […]
MarketBridge announced it has entered into a distribution agreement with Dun & Bradstreet, the global leader in commercial data, analytics, and insights for businesses.
Eighteen years ago we wrote a bestselling book on Go-to-Market strategy. Almost everything in that book is now totally obsolete. The Channel Advantage (Butterworth-Heinemann, 1999) outlined how to build and manage multiple sales channels from field sales to inside sales to channel partners to e-commerce. It was — and unfortunately still is — used […]
Invariably as I discuss market intelligence with a prospect the question gets asked, “So where do you source your data from?” I always cringe when that topic is broached. Not because I have any reservations about the strength of using social monitoring or publicly available web analytic sources, but because I know the stigma that […]
By now, everyone knows that cross-selling (including upselling/cross-selling a new product) is an unbelievable source of profitable revenue growth. Yet, there is a challenge. To be successful, a cross-sell sales play or marketing campaign must provide highly targeted, very tailored offers to each prospect. “Carpet bombing” (oversaturating) existing account buyers and prospects with company-specific messaging […]
What is content personalization? Put simply, content personalization is the process of delivering the right message to the right person at the right time. Unfortunately, a content personalization strategy can be challenging to define and even more challenging to implement successfully. According to a recent survey from Adobe, 77% of marketers report real-time personalization is […]
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