Miles Anthony Smith

NOVEMBER 7, 2019

They somehow manage to engage with their audience consistently by constantly putting out articles, infographics, or anything of value, not just in content marketing but also in sales. A deep understanding of ABM in B2B is its super-power. They are on top of the latest trends in SEO, SEM and copywriting strategies.

Marketing 105

Marketing Content Audience Brand 105

Harvard Business Review

AUGUST 24, 2012

Companies in all varieties of B2B markets have moved beyond selling products and services to offering complete "solutions" to their customers. General Electric helps hospitals manage and use patient data rather than selling them the equipment and software to do the job. Technology can help here. But this is not the whole answer.

B2B 14

B2B Business Objectives Focus Group Marketing 14

Harvard Business Review

MARCH 31, 2015

Three of five marketers use no tools to measure event ROI, and most companies plan and execute events without specific business objectives. Yet, after sales force costs, events are the biggest line item in many marketing budgets, especially for B2B firms. No technology can help managers who are unable or unwilling to set goals.

CRM 8

CRM ROI Budgeting Public Relations 8

Harvard Business Review

SEPTEMBER 19, 2016

One day in December 2014, Sergey, the Russia general manager for a multinational consumer goods company, was up early in the morning, watching the ruble’s value slide by the minute. For instance, one of our B2B clients raised prices by 15-20% following a currency depreciation. Their decisions are too centralized.

Price 8

Price Globalization Depreciation Marketing 8