Not Sure If You Are Wasting Marketing and Bus Dev Spend? Start With this Cheat Sheet

Many B2B companies struggle with marketing and business development because they jump straight into tactics—without first considering the core factors that drive buyer decision making.

This cheat sheet can help business leaders produce more effective marketing by first evaluating the core factors that drive their buyers' decision making...

AI as Marketing Superhero

Peter Parker and Spider-Man, Clark Kent and Superman, Bruce Wayne and Batman. Superheroes have their alter egos: the ordinary, everyday side of themselves that goes about doing unheroic things like going to school, writing newspaper articles, and lounging about stately manors.

For B2B marketers at small to mid-sized firms, AI LLMs in general and ChatGPT-4o in particular are becoming multi-faceted weapons with an everyday and superhero side...

Will AI Replace B2B Marketers—or Supercharge Them?

Early estimates of how much AI can improve workplace productivity range from 20% to 80%. For marketing functions at small- to mid-sized B2B organizations, the gains can be toward the high end of the range—or even above it.

Learn how AI can free marketers from repetitive tasks, enable them to stretch their capabilities, and empower them to take their marketing efforts to the next level...

ChatGPT-4o: A Step, Not A Leap, Up for Most Marketers

OpenAI recently unveiled ChatGPT-4o, the newest iteration of its AI language model. Here's my take on it: while it builds on the capabilities of ChatGPT-4, it isn't the monumental leap that ChatGPT-4 was from 3.5.

I conducted some quick tests specifically for B2B marketing purposes and compared the results to ChatGPT-4...

Baseball, Hot Dogs, and Tips for Buying Marketing Software

CRM and marketing automation SaaS solutions have long used some version of the “get them hooked and then hit them with the add-ons” sales approach, but it seems to have become more common and complex lately. It reminds of a baseball game I once saw…but more on that at the end.

Following are some tips to help marketers at small- mid-sized organizations navigate the game of tiers and add-ons...

The Most Important Question in B2B Marketing…and Why AI Can’t Answer It

The most important question in B2B marketing and sales is, Why will prospects buy our product or service? There are other questions, of course. Who is buying (Personas)? What are they looking for (Features, Attributes, and Benefits)? What Price are they willing to pay? Etc.

But firms who can answer Why the prospective customer needs or wants to buy will have a much deeper understanding of what really will motivate buyers to choose their product or service over the competition, and they will be more successful at winning business...

Overcoming Artificial Intelligence FOMO

With the revolutionary potential of artificial intelligence (AI) for marketing being touted far and wide, executives and marketers at small- to mid-sized B2B organizations can be forgiven for having a little FOMO (Fear of Missing Out). Here’s how to overcome it.

Rather than getting overwhelmed by all the amazing things that AI can do for marketing, it’s best to start by asking what it can do for your marketing team today...

Avoid the #1 B2B Market Entry Mistake

When entering a new market, the #1 mistake B2B companies make is overestimating the market’s size. This leads to misallocation of resources, which can shrink ROI or, in a worst-case scenario, wreck the business plan.

Market sizing is as much art as science.The art is getting the assumptions and related estimates behind the science correct. Here are some things to look out for to ensure the market sizing assumptions are realistic... 

Marketing and Sales Alignment Problems? Start with This Cheat Sheet

Properly aligning marketing and sales functions can be as difficult as it is important. Getting it wrong results in wasted resources and lost sales. Getting it right starts with an analysis of the product or service’s target market and sales process. This determines what the roles and responsibilities of each function should be. 

This graphic is a cheat sheet to help start down the right path. It illustrates two critical factors in marketing and sales alignment and integration...