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. B2B customers regard a solution as something that helps their business. For a start, there has to be general agreement on what the word "solution" actually means.

B2B 14

B2B Business Objectives Focus Group Marketing 14

Harvard Business Review

JULY 19, 2017

There are three main steps: Set goals that tie back to business objectives. Setting goals with a cross-functional team that tie back to business objectives is a critical step to any undertaking, and AI is no exception. These are amazing technologies with great promise for any level of executive in any B2C or B2B company.

USP 8

USP Airlines Productivity Products 8

Harvard Business Review

DECEMBER 24, 2015

Many B2B CEOs still believe that social media isn’t right for them. But social media marketing can offer B2B marketers a range of benefits if they take advantage of it, from increasing engagement and influencing decision making before the sales call to customizing sales messages and enhancing their company’s reputation.

B2B 8

B2B Media B2C Marketing 8

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. So consider what more productive event spending means for the bottom line.

CRM 8

CRM ROI Budgeting Public Relations 8

Harvard Business Review

MAY 26, 2016

While content production levels are soaring, the same data from the Content Marketing Institute also shows that only 30% of B2B marketers say their organizations are effective at content marketing, down from 38% last year. When it comes to your content strategy, your why is your business objective. Why you’re doing this.

Marketing Strategy 12

Marketing Strategy Content Marketing Strategy 12

Miles Anthony Smith

NOVEMBER 7, 2019

TopRank Marketing TopRank Marketing has been doing innovative and impactful work with interactive content and B2B influencers for huge brands like SAP, Dell, LinkedIn, 3M, and Oracle for over 18 years. A deep understanding of ABM in B2B is its super-power. If you want your B2B content to be great, invite your community to participate.

Marketing 105

Marketing Content Audience Brand 105

Harvard Business Review

SEPTEMBER 19, 2016

Pricing decisions tend to be made in regional or global headquarters in order to achieve global or at least regional consistency, but this can undermine business objectives when they do not consider local economic conditions and the prices offered by competitors. Their decisions are too centralized.

Price 8

Price Globalization Depreciation Marketing 8