Skip to main content

About

Product and Service Market Development

Publishing: I help senior B2B buyers find the actionable information and guidance they need to purchase complex IT solutions, enabling them to achieve their business objectives - follow @dhdeans for updates.

Consulting: As a trusted adviser, I provide market intelligence and analysis to help my client's CMO, CSO or CRO answer the "so what" questions that customers have about their offerings. I enable B2B marketers to craft a distinctive brand voice and thought leadership narrative -- so they become remarkable and influential opinion leaders.

Hello, and Welcome

I welcome you to Digital Polymath magazine and invite you to contact me if you have questions or comments.


David H. Deans | GeoActive Group
Managing Editor and Publisher

Popular posts from this blog

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

B2B Tech Procurement: The Post-Pandemic Reality

Given the realities of the current Global Networked Economy environment, why do so many business leaders report wanting a ‘return to normal’ ASAP? That’s very puzzling to me. As an example, changes within the commercial procurement arena demand radical new thinking. Forrester’s “2021 B2B Buying Study”, with more than 950 respondents from around the world, reveals significant changes in business-to-business buying behavior. Their study findings show how buyers navigated the transition of remote working, due to the global COVID-19 pandemic, while seeking information about vendors and their offerings -- long before making a purchase. With most B2B buyers working remotely, global market disruption from the pandemic has pushed the ‘buying group’ to the forefront of the decision-making process. Independent buying scenarios, in which only one or two people are involved, are much less likely in a complex sale. Today, 63 percent of B2B purchases have more than four people involved -- versus jus

The Yin-Yang of Marketing Innovation

The goal of many organizations is to become more customer-centric, so it should come as no surprise that marketing is being tasked to generate substantive digital growth via meaningful innovation. Moreover, creating improved customer experiences tops the list of corporate goals for marketing-driven innovation efforts. The possibilities for enhancing the B2B customer experience are vast, but the path to progress is problematic. Let's explore the available evidence. According to the latest research insights from Gartner, marketers need to focus more on the few high-potential ideas that can really show value for the customer and the rest of the business. They must also raise the profile of the marketing organization as a key innovation partner. Marketing Innovation Investments Some Chief Marketing Officers (CMOs) have embraced the challenge and are committing financial resources and staff headcount to help drive successful 'digital growth' initiatives. Marketing budge