If you ask the members of my leadership team – they will tell you I keep talking about how I think we have B2B Marketing backward.
Let me explain …
We focus a lot of energy on the acquisition part of marketing looking for new customers and getting them up the awareness to consideration to […]
Ok I know we all talk a good game about Closed Loop Marketing and I don’t want to burst anyone’s bubble here but frankly we aren’t there yet.
Yes we forced the loop to close with some great technologies over the last few years. CRM systems, MRM systems, Lead Nurturing systems and the list goes […]
Well its summertime, a time when we turn down the volume of campaigns and look at the business impact we were able to drive. It’s my favorite time of year to reassess based on our stated strategy and tweak our tactics to match. But can you really get a good handle on the business impact […]
I met Sean at a recent ITSMA Marketing Leadership forum. Many of his ideas really hit home for me so I wanted to share these with you. He has a forthcoming book that I am also really looking forward to reading called the B2B Executive Playbook where he will be talking about how to create […]
In a recent speech by Josh Bernoff of Forrester Research at the ITSMA Marketing Leadership forum it occurred to me that customer acquisition is no longer an “end state” for marketers its somewhere in the middle. Let me explain …
Many marketers focus their efforts on the customer acquisition angle which has the benefit of […]
At the recent ITSMA Marketing Leadership forum I was stunned by a presentation given by Sean Geehan CEO of the Geehan Group author of the upcoming book the B2B Executive Playbook. The big eye opener for me was – B2B marketers are always tasked with getting net new customers when in reality their existing customer […]