Harvard Business Review

FEBRUARY 10, 2016

B2B buyers often have made up their minds about a purchase before a sales rep even gets a foot in the door. It’s no wonder, then, that more than 90% of B2B sellers have turned to content marketing to help regain access to buyers in the early stages of the purchase process. Mistake #2: The content overdoes personalization.

B2B 8

B2B Content Marketing Consensus 8

Harvard Business Review

DECEMBER 13, 2017

Because I teach a course on Product Management at Harvard Business School, I am routinely asked “what is the role of a Product Manager?” ” The role of a Product Manager (PM) is often referred to as the “CEO of the Product.” Self-management: Being a PM can be incredibly stressful. Company Fit.

Productivity 8

Productivity Products Core Competence Management 8

Harvard Business Review

DECEMBER 14, 2018

As a result, many B2B companies remain stuck in a stalemate. Writing in the Sloan Management Review, Boston College professor Gerald Kane noted that 87% of executives surveyed indicated that digital technologies will disrupt their industries to a great or moderate extent. Minimize Pain.

Strategy 10

Strategy B2B Insurance Business Model 10

Harvard Business Review

APRIL 16, 2013

But in my experience, visibility is rarely the real issue (especially with B2B companies selling bigger-ticket, complex services and products). If the answers are inconsistent, or don''t reflect leadership''s intended positioning strategy, that can indicate one of two issues. Communication Marketing Strategy'

Bottom-up 8

Bottom-up Press Release Sample Decentralization 8

Harvard Business Review

MAY 4, 2016

Hiring managers will see what you have done — and can do for them. Let’s look at how to do this by analyzing the resume and LinkedIn profile of a startup marketing executive. I transformed Axion’s all-things-for-all-customers mentality, establishing a profitable B2B focus that grew our revenue from less than $.75M

Brand 8

Brand Press Release Marketing B2B 8

Harvard Business Review

AUGUST 5, 2015

The AIDA model and its variants are the basis for sales funnels at many B2B firms. The typical funnel starts with a marketing-generated lead for a “suspect” that, after qualification, becomes a “prospect,” and then a customer through steps that are measured and managed. Don’t believe the hype.

B2B 8

B2B AIDA AIDAS Disintermediation 8

Harvard Business Review

OCTOBER 5, 2015

These changes are driven by seismic shifts in consumer behavior and an explosion of both consumer- and B2B-facing technologies. Marketing strategies. Operating models can shift but require a conscious approach to a range of issues, including organizational structure, workflows, technology platforms and overall change management.

Media 8

Media Advertising Audience Technology 8