Tag: Customer Acquisition
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What You Will Gain in Two Months of Systematic Work: From Chaos to First Data
What You Will Gain in Two Months of Systematic Work: From Chaos to First Data You will prepare to approach senior leadership and propose a transition to systematic marketing. But you know the question the CEO will ask after your passionate speech: “It sounds logical. But what exactly will we see in 60 days? Where…
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How to “Sell” the Idea of Systemic Marketing to Your CEO: A Step-by-Step Guide
How to “Sell” the Idea of Systemic Marketing to Your CEO: A Step-by-Step Guide You have studied different approaches and have a solid understanding of systemic marketing. You know exactly how to transform a chaotic set of activities into a predictable growth engine. Now, however, you face the most difficult challenge—one that cannot be solved…
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Where to Find Resources for Strategy When Everything Is on Fire: A Guide for the Overloaded CMO
Where to Find Resources for Strategy When Everything Is on Fire: A Guide for the Overloaded CMO As a Chief Marketing Officer, your workday feels like that of a firefighter. You rush from one “burning” task to another: leads from advertising have dropped, the sales department urgently needs a presentation “yesterday,” and the CEO has…
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How to Build a Pain Map: A Practical Guide for the B2B Marketer
How to Build a Pain Map: A Practical Guide for the B2B Marketer Open your company’s website. It probably says something about “innovative solutions,” a “comprehensive approach,” and “business process optimization.” Now, open the websites of ten of your competitors. You will see roughly the same words. As a result, these correct but faceless phrases…
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How to use content to design a path for customers with long sales cycles
How to use content to design a path for customers with long sales cycles Every month, you publish blog articles and social media posts and prepare case studies. Reports show growing traffic and follower counts. However, when you try to link these activities to pipeline growth and sales, the connection often feels weak and unclear.…
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What Is Systematic B2B Marketing? The Architecture of a Growth Machine
What Is Systematic B2B Marketing? The Architecture of a Growth Machine Most B2B marketing departments are just a collection of tactics. For example, you might have an SEO specialist working on search rankings. You have a media buyer running ads. You have a designer creating content. Each person is a professional in their field, but…
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Why Businesses Need Nurturing and Account-Based Marketing (ABM)
Why Businesses Need Nurturing and Account-Based Marketing (ABM): Explaining with Numbers How to Stop Wasting 95% of the Marketing Budget Take a look at your marketing budget and ask yourself, “Where is this money really going?” I’ll tell you where. In most B2B companies, up to 95% of the budget is wasted. This is not…
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How to Manage Marketing if You’re Not a Marketer: A Framework for CEOs
How to Manage Marketing if You’re Not a Marketer: A Framework for CEOs For many executives, marketing can seem like a “black box.” You know it’s vital for growth and allocate significant budgets to it, but you don’t fully understand what’s happening. This lack of transparency can lead to two destructive management styles. The first…
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Why Old Case Studies Don’t Work for New Clients: Auditing Your Key Growth Asset
Why Old Case Studies Don’t Work for New Clients: Auditing Your Key Growth Asset Imagine that you have made the strategic decision to enter a new market segment. For example, you might transition from the retail sector to the financial sector. You are confident of your success. You have a trump card at your disposal:…
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A New Audience and Old Packaging: Why Copy-Pasting Kills Expansion
A New Audience and Old Packaging: Why Copy-Pasting Kills Expansion No sensible manufacturer would try to sell an electrical appliance with a Chinese plug in Russia. Everyone knows an adapter is necessary. Without it, the product simply won’t work. It’s obvious. However, in the B2B world, we constantly see companies trying to enter a new…