5 Things I Learned the Hard Way
A year and a half ago I wrote a naïve post called 5 Things CMOs Need to Realize About Change. I had just accepted a CMO position with a $200M software company, and I was excited to put my wisdom to work. I’d heard that phrase, “Culture eats strategy for breakfast,” but didn’t believe it. […]
5 Things CMOs Need to Know to Lead Change
As a CMO Consultant, I’ve helped more than 45 Chief Marketing Officers evaluate, implement and expand an organizational initiative. These are generally embarked upon by a newly-appointed CMO who wants to make her mark early on with a buzz-word project such as: Digital Transformation (DTX) Customer Experience (CX) Marketing Center of Excellence (COE) Account-Based Marketing […]
What CMOs Understand That Their Peers May Not
This morning I came across 2021 Rackspace Technology research on How Applications Impact Customer Experience, in which they analyzed 1400+ responses from $300M+ enterprises about strategic priorities. Customer Experience (CX) topped the list – with a focus on responding to customer needs with new technology. OK, makes sense so far… Companies are always seeking that […]
ABX Essentials for B2B Leaders
By now you have probably heard about ABM or Account-based Marketing. This is a commonly-used name for a discipline that has been gathering traction for about a decade. But the very name implies that it focused on Marketing, when in fact an account-based strategy is just as much about Sales and other client-facing business functions. […]
Learning to Fish with ABM
As a Senior B2B Marketing Strategist at The Pedowitz Group, I coach large enterprises through transformational change such as moving from traditional marketing towards Account-based Marketing. Prospecting is challenging in the “new normal”, so ABM initiatives are becoming increasingly common as enterprises focus more resources on building more value from their customer base. But many […]
Three Hidden ABM Techniques Any Enterprise Can Adopt
Account-based Marketing can mean massive change for enterprises. But it can also start as a modest initiative. Explore three ways enterprises can take small steps towards big change. Lesson 1: Identify Your Ideal Customer Signs your Enterprise isn’t ready for ABM ABM concepts that any Enterprise can use to get ready How to Identify your […]
How to Move from Inside-Out to Outside-In Marketing
As we discussed in part 3 of this series, even the largest and oldest companies are facing a new B2B selling environment where “old school” marketing and sales just doesn’t work anymore. Instead of talking TO your prospects, you need to listen to what they want. Instead of hitting leads with more disjointed messages, you need […]
When Your Buying Stages Don’t Match Your Customers’ Needs
As we discussed in part 2 of this series, even the largest and oldest companies are facing a new B2B selling environment where “old school” marketing and sales just isn’t as effective. Companies that talk TO their prospects instead of listening and working WITH them are starting to lose out. Large B2B corporations are often filled with […]
Does Your Company Understand That It’s Not All About You?
As we discussed in part 1 of this series, much of today’s B2B selling cycle happens online without human interaction. When done right, the brand delivers a clearly-defined experience driven in large part by the customer’s previous digital behavior. The customer experience may feel self-driven but is actually tailored based on data insights that the […]
When Prospects Won’t Play It Your Way
Company X has just built a new eCommerce site and is consider adding an extra layer of cyber security. VP Bob volunteers to research the product category. Google points him towards Acme, a mature leader in the space, and he downloads a comparison guide, but it finds it difficult to determine if Acme is comparing […]