The REACT model: taking your key accounts all the way on the customer journey
The best companies are enabled by a new approach and by enabling new technology. Marketers and sales face many challenges: GDPR is definitely a game changer, and so is the increasing complexity in the buying center, and the concentration of buying power. Recent research (Celsius, 2017) indicates that for capital goods investment it is not […]
How to choose marketing metrics that matter to you – and the business
In our dialog with customers, we often hear marketers stating that a key challenge they face is defining their most critical marketing metrics and key performance indicators. Ironically, more heads of marketing than ever are motivated by the opportunity to demonstrate how they impact the business. So, directionally the marketing department is very aware of […]
Is selling and marketing to large corporations getting increasingly more complex?
Here is why you should care. We hear more and more from companies selling to large companies that “no decision” is their biggest competitor. Research done in Germany by our partner Celsius International, documents that the bigger a company gets the more people are involved in the buying process. In fact, the research revealed that […]
7 simple tips to align and boost your marketing and sales
Way too many companies suffer from misaligned sales and marketing teams that live their separate lives and don’t pull in the same direction. That is expensive. Research shows that an annual loss of 10% in revenue is not an uncommon consequence. The good news is that, according to a report carried out by research house, […]
What will 2017 bring for BtB marketers?
Whether you consult the crystal ball or listen to CEO’s or CFO’s the pressure for optimizing costs will continue in 2017. For the marketing department, this translates to activities, that support corporate goals such as top and bottom line growth, customer satisfaction and retention. Another focus area for top management is internal efficiency and here […]
A match made in heaven
Content marketing and lead scoring – a match made in heaven. Many B2B companies face a dilemma. On the one hand, they realise that their customers now search massively online for products and solutions (in fact research shows that up to 80% of the buyer’s journey happens online) before they get in touch. On the […]