There's no substitute for direct customer insight. It's a marketer's superpower. This is a reminder to any marketer out there who isn't actively trying to connect with their customers and prospects that second-hand customer information doesn't cut it.

Understanding your companies customer journey map helps to align teams and improve overall customer experience because it cross-functionally helps to identify areas of weakness that one team might not see over the other.

Each business is different, but in every B2B there are basic elements of the marketing organization to consider as you grow and mature. Marketing is a critical and often overlooked area in many businesses. However, I believe it to be one of the most important practices in your business to invest in and plan for from the start. Marketing serves as the voice of your customer to help support business decisions. Without that voice and bridge to connect with your market, it's hard to create something that people will want and more importantly, pay for.

It's enlightening to understand how experience impacts our decisions.

"Experience colors and influences all of our perceptions by anticipating and predicting everything that we encounter. This preferential set of intuitions, feelings, and ideas—less poetically described as 'bias'—poses a challenge to our ability to weigh evidence accurately to arrive at truth." - Neurologist and playwright Gerald Smallberg.

Content marketing — it’s definitely a buzzword and though the term may be overused, the concept shouldn’t be overlooked. At the heart of it, content marketers are recognizing that the buying journey has changed, and they are responding to those changes. Prospects don’t sit back and wait for companies and brands to tell them what they need. With the onslaught of information and access these days, they will tell us what they need and when they need it.

In our latest post we share guidance on how to approach your 2019 planning and provide a template for goal setting and marketing strategy planning for Q1.

As marketers in B2B have embraced the Inbound methodology, the funnel has been a standard framework that sales and marketing organization have operated within. The funnel has become a triaging tool to manage prospects and has incited cries all over the world for “more leads!” But the funnel is ultimately broken.