Category Archives: B2B Marketing

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 →

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

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 →

Posted in B2B Marketing, Customer Behavior, Customer Experience, Customized Service | Tagged , , | Leave a comment

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