Category: B2B Marketing

29Aug, 2020

B2B Reads: Page One, Predictability, and Polarity Maps

In addition to our Sunday App of the Week feature, we also summarize some of our favorite B2B sales & marketing posts from around the Web each week. We’ll miss a ton of great stuff, so if you found something you think is worth sharing please add it to the comments below. Seven Factors That Separate Winners From Losers In An Economic […]

28Aug, 2020

ABM: An Account-Centric Approach – Heinz Marketing

By Michelle Voznyuk, Marketing Consultant at Heinz Marketing One could argue ABM is no longer considered a “buzzword.” What seemed revolutionary and maybe borderline controversial at first has become widely accepted in the world of marketing today. Account-based marketing (commonly referred to as ABM) is “a focused growth strategy in which marketing and sales collaborate […]

27Aug, 2020

How to Use the Buyer’s Awareness Level to Increase Your B2B Engagement

By Shannan Seely “Gallup research shows that fewer than three in 10 customers (29%) across B2B industries are “fully engaged,” meaning they are emotionally and psychologically attached to the B2B companies they do business with.” Gallup In a post about declining account engagement, Maria Geokezas writes “an overwhelming amount of content and messages” is a […]

26Aug, 2020

9 Questions for B2B Buyer Persona Success

By Win Salyards, Marketing Coordinator at Heinz Marketing So you have an understanding of your buying committee and how to market to them, now it’s time to build out your buyer personas. Creating an accurate and actionable B2B buyer persona means asking the right questions about your targets, the outcome of an effective buyer persona isn’t […]

21Aug, 2020

The CMO’s Responsibility in a Changed Economy

By Stephanie Carrillo, Senior Marketing Consultant at Heinz Marketing Over the last four months, we’ve experienced an upheaval that has changed the economy.  Our customers’ buying journey has changed, we’ve experienced a decline in account engagement, and our entire organization is working from home. The CMO’s responsibility in a changing economy is to guide your business […]

20Aug, 2020

From B2B Customers to Brand Enthusiasts

By Lauren Dichter, Marketing Consultant at Heinz Marketing How cool is it that the most effective way to market your B2B company is also the most cost-efficient way to market it? If this sounds too good to be true, let me explain. Word-of-mouth marketing is the single most compelling marketing tactic to date, and it […]