Why B2B Marketing Isn’t Working

Why B2B Marketing Isn’t Working

Businesses don’t talk to each other. They don’t form relationships. They don’t feel stress or long for more time with family. They can’t engage and, oh yeah, they don’t buy technology. Nope. No wonder why B2B marketing isn’t working for so many software and technology companies!
The lines are more blurred than ever in marketing

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How Busy B2B Buyers Want Content

How Busy B2B Buyers Want Content

Being in the content business, we’re always keeping pulse on what buyers want from the content we create for our clients. I recently read a report that drove home one of the biggest considerations for today’s content strategies—B2B buyers want you to get to the point. And fast.
The report I’m referring to is, Time-Starved

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8 Things Partners Want from Your Channel Marketing Program

8 Things Partners Want from Your Channel Marketing Program

Sirius shared that “channel marketers report less than 20% of their partners regularly participate in demand generation efforts.” And other surveys indicate partners use less than 10% of materials provided by software publishers they work with. Are you not getting the results you expect from your channel marketing program?
What’s driving this lack of interest

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7 Quick Tips for Marketing Dynamics 365

7 Quick Tips for Marketing Dynamics 365

The race is on! Dynamics 365 has a lot of Microsoft Dynamics partners around the world both excited and overwhelmed right about now. You’ve got to figure out not just how to market it, but how to explain it. We’re already helping partners educate their customers and prospects about Dynamics 365 and know some of

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Clever, Creative Customer Success Stories

Clever, Creative Customer Success Stories

Whether you call them client case studies or customer success stories, they are one of the most – if not the most – important marketing assets you can have. When you can’t compete on product and price alone (and who can these days?), you better be able to prove your business value to prospects and customers in

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Have technology marketers lost their voice?

Have technology marketers lost their voice?

A few years ago I worked with a Microsoft ISV that is still one of my favorite projects. Why? Because it was FUN! The leader of the company is snarky, silly and smart. With a personality that is both engaging and quirky (in a good way)—it is also the company’s brand and definitely sets them

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The 2016 B2B Technology Marketing Survey Report is HERE!

The 2016 B2B Technology Marketing Survey Report is HERE!

Software and technology companies – this marketing report is just for YOU! The 2016 B2B Technology Marketing Survey Report is our gift to all of you who are marketing technology and need more than general marketing benchmarks. We asked only software/technology resellers and ISVs to participate in the survey so you get real-world peer insight that

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How to sell software to marketers

How to sell software to marketers

Hubspot recently released their annual marketing report, The State of Inbound 2016. It’s a fantastic report and this statistics nerd was super excited to dig in and see what’s up. My thoughts quickly shifted to our clients. This is good stuff. They should be using this to learn what sales and marketing teams are thinking

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5 ways to help your small marketing team get big results

5 ways to help your small marketing team get big results

In the real world, most technology vendors, partners and ISVs will never be able to hire a large marketing team. Typically it’s a small group—sometimes one very exhausted individual—working their tails off to do the best they can with what they have. Whether you’re short on time, staff or knowledge, we’ve got 5 ways to help

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Rockin’ the World of B2B Content Marketing

Rockin’ the World of B2B Content Marketing

Content marketing isn’t new. It’s been around longer than we have. But the way your customers search for, consume and use (yes, use!) your content has changed dramatically even over the past year. When you want to differentiate your company and improve customer engagement, B2B content marketing is the hottest ticket in town.
Do you know…

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Latest Posts
23 Jun 2017

How to Use a ‘Pain Chain’ to Add Customer Value

A ‘Pain Chain’ is a powerful visual map first introduced by Keith M. Eades in his book, The New Solution Selling: The Revolutionary Process That is Changing the Way People Sell. Software and technology providers can use the Pain Chain to help determine the source of pain for customers and discuss, with the right people,

Latest Posts
20 Jun 2017

Why B2B Marketing Isn’t Working

Businesses don’t talk to each other. They don’t form relationships. They don’t feel stress or long for more time with family. They can’t engage and, oh yeah, they don’t buy technology. Nope. No wonder why B2B marketing isn’t working for so many software and technology companies!
The lines are more blurred than ever in marketing

Latest Posts
02 Jun 2017

4 Lessons I Learned as a Managed IT Services Mystery Shopper

A Managed IT Services client of mine recently asked me to be their ‘mystery shopper’ and call all their competitors to ask for pricing and a formal proposal. They wanted to review their pricing and offers to ensure they aligned with current customer and market expectations in a relatively small geography. What an eye-opening experience

Latest Posts
01 Jun 2017

Thinking of Buying an Email List?

Almost everything you read by B2B marketing experts on buying an email list reaches the same conclusion: “Don’t do it.” The reasons range from compliance with anti-SPAM laws (such as CAN-SPAM and CASL) to results (most purchased lists simply don’t perform that well).
Is building a list organically ALWAYS a better option?
For the most

Latest Posts
22 May 2017

How Busy B2B Buyers Want Content

Being in the content business, we’re always keeping pulse on what buyers want from the content we create for our clients. I recently read a report that drove home one of the biggest considerations for today’s content strategies—B2B buyers want you to get to the point. And fast.
The report I’m referring to is, Time-Starved