Tag: B2B purchasing decisions

Poll: Which B2B marketing projects will be outsourced in 2017?

Win/loss analysis, customer satisfaction survey, GtM kits: These leftover items on your 2016 to-do list were carried over from 2015, and you already know that hiring freezes and stretched internal resources mean you may not get around to some of these strategic but time-consuming projects in 2017…

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B2B decision makers
The Death of the B2B Decision Maker: A Marketing Autopsy

It’s the holy grail of B2B Marketing: Getting the attention of the so-called C-suite. Why are marketers so determined to target C-Level executives? Well, if a professional’s job title has ‘chief’ in it, it means they are the decision maker. Or does it? Today’s view of buyer personas in B2B marketing is shaped by Miller-Heiman’s Strategic Selling […]

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This time it’s personal: Can B2B marketing satisfy the emotional needs of a new generation of B2B buyers?
This time it’s personal: Can B2B marketing satisfy the emotional needs of a new generation of B2B buyers?

In B2B marketing, copywriters are often tasked with writing brochures, website copy and emails that convey ‘the strategic value that the product delivers to the enterprise’, or similar. The basic tenet of B2B marketing is that the value relates to the corporate entity, and the user benefits also relate to the business value. For example, […]

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What is Marketing?
What is Marketing?

The one curveball question all marketers get asked at some point is ‘what is marketing’… This seemingly simple question is actually a complex and difficult one. The answer depends on who is asking and the context. Do we define marketing as a group of tactics (activities), as a function (the marketing team) or as a […]

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