What can salespeople do to help marketers? And conversely, what can marketers do to support sales? I love this question because I've been on both sides. I cut my professional teeth in B2B sales before shifting my focus to marketing, and then marketing team leadership. I've experienced the tension between these departments, and the reality is that it doesn't have to be that way. So, here's a little bit of advice for both sides, from someone who gets it. (more…)

“How do I get more customers or clients?”  It sounds like a smart question, right? Because it's not asking "How do we get more leads?" but rather "How do we get more sales?", which should be the core metric of a growing business. But be careful here. We're living in an era of MORE. (more…)

I'll never forget the day I realized just how huge the gap could be between expectation and reality, relative to marketing automation. I had recently taken a new job, after 13 years in sales and marketing for a fast-growth technology consulting start-up; a firm that specialized in CRM and marketing automation. My new organization was a contrast to my start-up experience in every way (more…)

It seems that every 18 months or so, the conversations around B2B marketing shift. The most obvious way to observe this evolution is through the themes and titles of marketing conference keynotes and breakout sessions. A few years ago, all the conferences were focused on social and mobile. More recently, inbound and content marketing have dominated the topic lists. Today, everyone's talking ABM, predictive analytics, and lifecycle marketing. And rumblings are picking up around artificial intelligence, machine learning, and virtual / augmented reality. (more…)

If you're in B2B marketing, you probably feel it. Something's not quite right. I felt it, too. In previous roles as a corporate B2B marketing leader, I spent nearly two decades building marketing programs and teams, sensing along the way that - though we were constantly innovating, producing great content, and growing our engagement numbers - we were missing the mark somewhere. (more…)

Take it from someone who’s been there, done that in B2B marketing: The more things change, the more they stay the same. This idea is one of the reasons I’ve set out to build my business, Authentic Brand, to help B2B leaders and marketers guide their brands and teams - consistently, intelligently, and authentically - through whatever comes their way. Because, though change is fast and constant, one thing remains true: it’s always been about the customer relationship. (more…)