B2B Sales: Is your funnel fighting fit or fundamentally flabby?

The “funnel” is one of the most powerful metaphors in B2B sales and marketing. It describes the passage of prospects through a buying decision process that hopefully will (but often does not) result in your successfully selling something to them. A flawed metaphor For sure, the metaphor is flawed. Real-world funnels don’t leak, and everything […]

B2B buyer behaviour is shifting – How B2B Marketers must adapt

Even experienced B2B marketers are finding the rapid shift to online/digital/website/inbound marketing challenging. Buyer behaviour is rapidly shifting and B2B marketing campaigns need to adapt to catch up. There’s no time to waste. Delay and your competitors will eat you alive! Even experienced B2B marketers are finding the rapid shift to online/digital/website/inbound marketing (pick your […]

If Alignment is such a good thing, why is it so hard to achieve?

It would be hard to find anyone prepared to argue against the benefits of sales and marketing alignment. It’s a proven fact (we’ll come on to the results in a moment) that well-aligned organisations grow revenues faster. So, if alignment is such a good thing, why is it so difficult to achieve? I’d like to […]

How to make recycling pay

In sales and marketing, we celebrate winners – the salesperson who returns with the signed contract is a hero, as is the marketer who exceeds their quota of qualified leads. Even the customer gets a look in: We send them a letter of congratulations from the President of the company. Yet the celebrations usually cover […]

Five key elements of a sucessful B2B email marketing campaign

With 81% of marketers using email marketing as a lead generation tactic (MarketingSherpa), it’s easy to see how important it is to make sure you’re doing it right. But what does “success” look like for an email campaign? And how can B2B marketers prove it in the Boardroom to combat the dim view CEOs already […]