How to Create Story-Driven B2B Marketing

Chief Marketing Officers (CMOs) have a choice, embrace the future or cling to the past. To succeed today, they have to abandon mass-media thinking, and resist the urge to squander their budgets on trivial advertising or paid media. To compete, they must build teams of practitioners that are able to create content, not merely outsource work to agencies and contractors.

The notion of engaging a Digital Polymath is really compelling. You can harness the actionable wisdom of a worldly individual that acknowledges the near-term challenges and opportunities, yet also has the strategic vision to anticipate the broader future. Here's the path to progress. Everyone can transform and evolve. I've authored a detailed market assessment with my recommendations - Learn more

How B2B Marketers Fuel Predictable Sales Growth

There was a time when vendor marketing executives could choose to focus their attention on branding and related advertising campaigns. From the company's sales leadership perspective, if that eventually resulted in generating new business opportunities, that was a welcomed bonus. But as time went on, the bar of expectations was raised and marketers were asked to more closely support meaningful new sales growth. Now it's already commonplace. More marketing leaders are expected to directly influence the acquisition of new customers and associated sales revenue. Besides, they're given the challenge of optimizing their marketing efforts to ensure that they fulfill the customer's fundamental need for helpful information and guidance, during the buyer's journey. Exploring the Marketing Impact on Growth Meanwhile, industry analysts that support the technology sector are researching and analyzing the relative performance of these marketing activities. To gain a dee

Buyer Enablement: Digital Transformation Evolution

Digital innovation timelines will double, according to Gartner's latest predictions. Through 2021, digital transformation initiatives will take large traditional enterprises, on average, twice as long and cost twice as much as anticipated. Large organizations will struggle with digital innovation as they recognize the challenges of information technology (IT) modernization. That said, the enterprise leaders' challenge can also translate into an opportunity for qualified IT vendors that offer help and support. Buying a Digital Solution is Complicated Given the potential for new upside opportunities, more IT vendors will be focused on revenue growth in 2020 and beyond. Last year, many incumbent IT vendors continued to harvest revenue from their vast installed base. Looking forward, however, some will need to raise the bar of expectations. Goal: reach and engage 'new contacts' at existing customers, and net-new clients. However, the IT Infrastructure market has

Leading B2B Tech Storytelling Transformation

Within the highly competitive business technology marketing and sales arena, the unique skill of a superior commercial storyteller is essential. Those leaders who can quickly weave together a customer-centered narrative are in high demand. In fact, 83 percent of chief communication officers (CCOs) have reported that their C-Suite influence is growing, according to the latest comprehensive market study by Gartner. Their survey of Business Communication leaders in the U.S., Canada, France, Germany, and UK markets found corporate communication team influence has grown as organizations become more interdependent. Leading Internal and External Communications CCOs also largely reported that their influence is greater than other function heads’ at their organizations, with 75 percent saying they have slightly or much more influence than their non-communications counterparts. Only 5 percent said they have less influence. “Companies are placing a larger emphasis on stakeholder communications a

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