Is Your Buyer Segmentation All Wrong?

Traditional buyer segmentation focuses on demographic and firmographic attributes but what if there was a better way? Read how needs-based segmentation works.

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VIP Experiences are Key to Closing B2B Sales

Posted on March 11, 2016

One of the unique aspects of being a contract CMO is the diverse range of B2B brand challenges that I encounter. While a Tech marketer by trade, my experience racing sports cars led to an engagement with Aston Martin Racing North America in 2015 to help them construct VIP experiences for B2B brand sponsors/partners to drive sales revenue. This weekend marked the first round of the 2016 Pirelli World Challenge race season at the Circuit of ...

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Does Marketing Now Own the Majority of the B2B Sales Cycle?

Posted on October 12, 2015

Having led both Sales and Marketing organizations, I am in a unique position to be able to comment on a shift in the way we think about the sales process.   Conventional wisdom says Sales organizations own the sales process -- or do they? Over the past five years, we've all seen a steady stream of posts by experts such as Lori Wizdo (Forrester Research), Kathleen Schaub (IDC), Tiffany Bova (Gartner Research), and others that have documented ...

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The Best CMOs Have Carried the Sales Bag

Posted on March 16, 2015

I'm not sure about you, but I'm worn out reading articles over the past 2-3 years about how CMOs can't get along with CFOs, CEOs, and are struggling to deliver measurable value for their companies. Much of this hype is over-blown to attract eyeballs to blog posts and articles.  The fact is, CMOs (like any other executive) need to build cross-departmental relationships, encourage collaboration, and understand what their peers need in terms of ...

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B2B Sales Cycles are a Fraction of the Buying Cycle

Posted on February 19, 2014

Lori Wizdo posted on the Forrester blog in 2012 that B2B decision makers are 65%-90% decided before contacting a vendor. MarketingProfs published a great Infographic in yesterday's feed further outlining the challenges of demand generation for B2B marketers. What this means is that the amount of time a vendor has to actually persuade a buyer to purchase has shrunk to one-quarter of the amount of time the buyer will spend in the buying cycle....

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The Connection Between Buyer Personas and Customer Journey Marketing

The pace at which marketers must learn new methodology, implement new technology and deliver weekly sales leads is a challenge. One area that is critical for marketers to understand if they are to build more credible marketing plans is the role of buyer personas and buyer journeys (the latter being popularized by McKinsey & Company in their Customer Decision Journey research in 2010-2012). I've heard some marketers question whether buyer ...

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Four Media Types in an Integrated Marketing Strategy

As we enter 2014, many CMOs are reviewing "what worked and what didn't" for lead generation in 2013 and asking themselves what additional approaches they can incorporate to support lead generation efforts as part of an integrating marketing strategy. One area to consider that has built momentum in 2013 is the rise of word-of-mouth marketing (sometimes called influencer marketing or advocate marketing.)  While WOM has been around since people ...

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Technology Trends Force Culture Shifts for Adoption

Posted on September 14, 2013

Being a CMO used to be a pretty straightforward job.  Allocate an annual budget to a couple of agencies (advertising, PR), speak at industry events, and report ad impressions and media pickups for press releases to top management.  Unfortunately, those days are long gone as CMOs are now part data scientists, digital technicians, financial analysts, buyer psychologists, and thought leaders. Over the past decade, there have been several ...

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5 Steps to a Corporate Thought Leadership Plan

Posted on August 12, 2013

When I arrived as CMO of PEER 1 Hosting in Summer of 2011, one of the challenges that I faced is the lack of corporate thought leadership visibility in the media and with industry analysts.  Our C-suite routinely talked (with envy) about how Rackspace and other competitors held an advantage as to the amount of earned media coverage they received to advance their points of view. One of the first steps I took was to audit our existing efforts ...

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Is Scale or Strategic Focus More Important for Growth?

I was at a VIP event last night and ran into the CMO of a successful financial institution who I'd never met, but we had connected through LinkedIn a while back.  After exchanging pleasantries, we found ourselves sharing philosophies on the prevailing trend in the financial industry as it relates to distribution reach.   Specifically, the consolidation in the banking industry and obsession with putting a "branch and ATM on every street ...

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