How to Design a Compelling Demand Generation Strategy for the C-Suite [Article]

Posted on 11.2.2013 by in Engagement Strategy, Understanding the C-Suite

[AS SEEN IN CHIEF CONTENT OFFICER] “The elusive C-suite sale. Marketers spend large amounts of time and energy digging deep into their demand generation toolkits to access executives and try to get them to buy, only to find themselves facing silence, disinterest or, at best, a pass-off to their team. But for large-scale B2B sales in particular, it’s critical to create a content plan and engagement strategy to break through to this lucrative and powerful buyer…”

Creating Signature Client Experiences: Consider Reciprocal Value

Posted on 10.18.2013 by in Engagement Strategy, Featured

It’s a truism in B2B companies that a handful of customers generate the bulk of the revenue, and that keeping and growing a loyal client is far less expensive than finding net new clients. That’s why B2B marketers must develop strategies that help them listen to and engage customers actively in their marketing programs. As you listen, you will find that your customers are as vested in your company’s success as you are in theirs. That common interest is a basis for what we call reciprocal value: the powerful exchange that occurs when both parties get sufficient value out of a program for it to become self-sustaining.