B2B marketing is more sophisticated, nuanced and global than ever. Campaigns can accurately pinpoint age groups, locations, industries, titles, behaviors and even specific companies. Messaging can be tested, modified and optimized with remarkable dexterity. New platforms are emerging constantly and B2B
There is a game B2B marketers around the globe play every day. The stakes are always high, the rules are never the same, the goals can change during the game, and it often takes months to determine a winner. The game
By Randy Mitchell A wise client once confided that a little chaos was good for creatives. She believed it forced us to think in unexpected ways. That was an eye-opening revelation and I embraced her sage guidance. However, in today’s turbulent B2B marketplace
By Randy Mitchell There are some moments when the world of B2B does not make sense. Thankfully, these meltdowns are few and far between. I had one of them last week and I’m still reeling. My moment of madness happened because I
By Randy Mitchell You’re a reasonable marketing professional: smart, productive, and you have great taste in blogs. You work for a reasonable company: they have important programs, big plans, and they were wise enough to hire you. So, when your company’s leadership team
By Randy Mitchell What are your go-to resources for the latest B2B marketing trends? Popular options include HubSpot, Digiday, Forbes, the ANA and LinkedIn. But those industry experts only represent the top level of available insights. If you truly want to dive
By Randy Mitchell It can crush budgets, trample timelines and smash strategies. It has a nasty habit of monopolizing planning meetings, status calls and your lunch hour. It packs about 13,000 pounds of angst, and it just landed squarely on your shoulders. What is
The world of lead generation is changing. In a recent post, we discussed how the lead generation landscape has evolved over the years, and what’s different about how leads are found today. But how can companies reach the customers and
Leads are the lifeblood of every business. But over the past several years, the way we think about generating sales leads has changed. This has left some companies confused and unsure about how to get the best, most qualified leads