Category Archives: B2B Marketing

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 →

Posted in B2B Marketing, Customer Experience, Marketing Automation, Thought Leadership, Uncategorized | Tagged , , , | Leave a comment

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 →

Posted in B2B Marketing, Digital Marketing, Marketing Automation, Uncategorized | Tagged , , | Leave a comment

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

What’s a CMO to Do?

Posted on May 9, 2018 by Lorena Harris

According to Scott Brinker at ChiefMarTec.com, the average enterprise today now uses over 1000 cloud services. MarTech presents the largest menu of vendor options. As of April 2018, over 7000 active MarTech solutions are available in 47 categories. That’s 700% growth … Continue reading →

Posted in B2B Marketing, Digital Marketing, Marketing Automation, Uncategorized | Tagged , , | Leave a comment

B2B Marketing’s Fault Lines

Posted on April 9, 2018 by Lorena Harris

Ten years ago a seismic shift rocked the B2B Marketing community. Marketing Automation Systems (MAS) began cracking our foundations. Suddenly they were “on the radar” of every marketing executive, becoming required learning. Within a few years investments in MarTech were … Continue reading →

Posted in B2B Marketing, Digital Marketing, Marketing Automation | Tagged , , | Leave a comment

Content Contentment

Posted on March 18, 2018 by Lorena Harris

What to Do If You’re Not Content With Your Content Growing companies accumulate a lot of content – good, bad and ugly. Marketing generates everything from short-form materials such as blogs, posts, and web copy to long-format content such as white papers and eBooks. … Continue reading →

Posted in B2B Marketing, Content Marketing, Digital Marketing, Thought Leadership | Tagged , , , | Leave a comment

Content Across the Ages

Posted on January 21, 2018 by Lorena Harris

In his recent MarketingProfs article, “The Brand-Content Preferences of Different Age Groups,” Ayaz Nanji examines HubSpot survey data and concludes that every age segment has different content preferences. Seems we all consider videos “the most memorable type of brand content.” … Continue reading →

Posted in B2B Marketing, Channel Preference, Content Marketing, Customer Behavior, Customer Experience, Customer Experience Research, Customer Segmentation, Digital Marketing | Tagged , , , , , , , | Leave a comment

Marketing Megatrends for 2018 – A Lot to Digest

Posted on December 2, 2017 by Lorena Harris

According to Matthew Sweezey’s 11/29/17 article in MarketingProfs, we can expect “Five Marketing Megatrends for 2018”. I’ve digested and summarized those megatrends below. But are these attainable for companies without mega-budgets? Let’s examine: Context Replaces Advertising as a Growth Lever … Continue reading →

Posted in B2B Marketing, Channel Preference, Customer Behavior, Customer Experience Research, Customer Segmentation, Digital Marketing, Marketing Automation, Social Media CRM | Tagged , , , , , , , , | Leave a comment

Dear Marketing Leaders, Use It or Lose It

Posted on August 28, 2017 by Lorena Harris

As we near the end of 2017, many publicly-held companies will be examining budget usage against performance. At this time of year, Marketing leaders often become concerned that their unused budget will be pulled back to improve year-end financials – … Continue reading →

Posted in B2B Marketing, Content Marketing, Customer Experience, Digital Marketing, Marketing Automation, Thought Leadership | Tagged , , , , , | Leave a comment