Blog
The Rise of Relevance
With all the hype about content marketing online, it seems as if it’s a new trend in marketing. The truth is, that even though the importance of online content for SEO and social media has put a new focus on content, the concept of marketing through content has been...
Courting your B2B customer is not easy but well worth it
Getting to know your future customer is somewhat like courting. You need to determine who will be your ideal mate, who can influence your future spouse and who will ultimately be paying for the marriage. At Philips Healthcare they have thoroughly studied how to ensure...
What’s key to becoming a best in class B2B company? Dig deeper!
Best-in-class companies not only have a sales and marketing department that is aligned, they also have processes and programms in place that ensure smooth running of different processes and most of all they think about the buyer and not just the sale.
Lead nurturing; why should we care?
B2B products often have a long lead time. Lead nurturing lets you interact and engage with a lead or a prospect right from the time that they show some interest. Using a well-thought out lead nurturing program will help you get the maximum amount of money, out of the funds you invest. The advantage actually runs from the complexity of the product, through to being an efficient way to engage with clients.
Mike Volpe: Use love in your marketing
In preparation of the B2B Marketing Forum we interviewed one of the keynote speakers, Mike Volpe, CMO at Hubspot. We asked Mike to explain his 'love story' as that will be the title of his presentation on March 14th. If I’m correct, the message -in a nutshell- is to...
Managing the lead process in a B2B company with a great variety of products
Managing leads is hard in any company but if you have a company selling more than 15.000 products to over 10.000 customers you need a good lead management system in place. At NXP semiconductors they have been working hard to align sales and marketing.
“B2B Marketers should get off their chairs and kick some ass”
“B2B Marketers should stop being lazy by sitting in their chairs. They should have the courage and audacity to be proactive in their jobs”, says Roel Haanappel, business marketer at UNIT4. According to him, B2B Marketers are overloaded with chores and jobs given to...
How to align sales and marketing AND get the board along in the process
Aligning sales and marketing and getting the board along in the process is a hard task says David Dorling of Swiss Post Solutions. He has been busy convincing the board for the last 15 months and shares his learnings
B2B buying behaviour: buyers want easy decisions
Nick Southgate is a philosopher who has worked in advertising for many years. For the last three years Nick has worked in marketing & advertising as a behavioural economist. By looking at things from a behavioural perspective it helps us to understand far better...