Author Archives: Lorena Harris

About Lorena Harris

Lorena Harris has more than 20 years of marketing leadership experience with large business service companies. Her expertise is in designing research-based content marketing programs for brand building and demand generation. Since earning her MBA from Duke, Lorena has built revenue-generating marketing programs for $B+ B2B service companies such as Fiserv, First Data and Vantiv (financial services), ADP (employee benefit services), Convergys (contact center services) and Donnelly (publishing services). More information available on linkedin.com/in/lorenaharris.

How to Move from Inside-Out to Outside-In Marketing

Posted on January 20, 2020 by Lorena Harris

As we discussed in part 3 of this series, even the largest and oldest companies are facing a new B2B selling environment where “old school” marketing and sales just doesn’t work anymore. Instead of talking TO your prospects, you need to … Continue reading →

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When Your Buying Stages Don’t Match Your Customers’ Needs

Posted on July 27, 2019 by Lorena Harris

As we discussed in part 2 of this series, even the largest and oldest companies are facing a new B2B selling environment where “old school” marketing and sales just isn’t as effective. Companies that talk TO their prospects instead of listening and … Continue reading →

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Does Your Company Understand That It’s Not All About You?

Posted on April 7, 2019 by Lorena Harris

As we discussed in part 1 of this series, much of today’s B2B selling cycle happens online without human interaction. When done right, the brand delivers a clearly-defined experience driven in large part by the customer’s previous digital behavior. The … Continue reading →

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When Prospects Won’t Play It Your Way

Posted on January 27, 2019 by Lorena Harris

Company X has just built a new eCommerce site and is consider adding an extra layer of cyber security. VP Bob volunteers to research the product category. Google points him towards Acme, a mature leader in the space, and he … Continue reading →

Posted in B2B Marketing, Customer Experience, Customer Loyalty, Customer Segmentation, Uncategorized | Tagged , , , | Leave a comment

The One Thing Keeping Enterprise Marketing Organizations from Real Impact (and How to Address It)

Posted on December 2, 2018 by Lorena Harris

In the last decade, Marketing Technology (MarTech) has proved to be a powerful integrating force within B2B enterprise marketing groups. But counteracting that strength is a powerful and persistent weakness. Since joining The Pedowitz Group, and in my own B2B … Continue reading →

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Feast or Famine in the Marketing Automation Space?

Posted on September 23, 2018 by Lorena Harris

Feast or Famine in the Marketing Automation Space? The power of Marketing Automation can be mighty, which is why I was sorry to see the announcement that Adobe is purchasing Marketo. There are many advantages to the acquisition, as described … Continue reading →

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Marketing Insanity

Posted on August 15, 2018 by Lorena Harris

A quote widely attributed to Albert Einstein reads, “The definition of insanity is doing the same thing over and over and expecting different results.” This is increasingly true in B2B Marketing, where the pace of change has accelerated exponentially in … Continue reading →

Posted in B2B Marketing, Customer Experience, Digital Marketing, Employee Experience, Social Media CRM, Uncategorized | Tagged , , , , | Leave a comment