Marketing to the CFO: the way back to VALUE for marketers
‘Most marketers realize the customer is their most important audience. However, many marketers seem to have forgotten about a second — almost equally important — audience: their CFO.’ Collaboration…Read more
Why are B2B tech buyers living in fear?
F.E.A.R is a constant emotional state that consumes the working lives of all but the most visionary and innovative decision makers. The first rule of successful tech marketing is to recognise…Read more
B2B Insitute: Cashing in on Creativity
There is a crisis of creativity in B2B marketing. The business case for creativity has been poor, so sales targets are eating creativity for breakfast. There are plenty of adages about the…Read more
The 414: Paul Cash on Humanizing B2B Marketing
This week on THE 414, we talk about embarking on a new approach for selling B2B. It involves stepping away from focusing purely on features and benefits, and instead, standing…Read more