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The 6 Golden Rules of Account Management
Sometimes strategic account management seems like the vegetables at Thanksgiving dinner. Everyone agrees they need them, but they don’t always get much room on the plate. But like eating vegetables,...
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Three ways to evangelize customer centricity
Most B2B marketers know tons about their own products but little about their customers. For years, they’ve focused on selling products rather than helping customers solve problems. To adapt to this new...
View ArticleB2B Marketing in 2015: Are you ready?
Every year, we make a list of the lessons we’ve learned and the questions that keep us up at night. We think back on the viewpoints, research, and articles that linger in our minds, the ones we find...
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Customer Engagement Lives Here
Time and time again, the issue of where a customer engagement team should live within an organization comes up. Sometimes called the customer success team, this group is the central hub for all things...
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Content Marketing Isn’t Just for Leads
For many companies, prospects are prospects and customers are customers, and never the twain shall meet. What plenty of marketers fail to recognize is that their existing customers may be their best...
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Are You Ready for Social Selling?
The buyers’ journey has changed. The typical buyer is online more than ever before. Where a buyer once engaged with various sellers to learn about their products and services, social media and online...
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Don’t Blink or You Might Miss: Content Marketing in the Moment
Picture yourself on a train, in a waiting room, or standing in line for an event. Whether it’s a five or thirty-minute wait, chances are you’re heads down on your phone or mobile device to check your...
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How Netflix Wins with Content (and How You Can, Too)
When Netflix released season one of House of Cards to the delight of millions (if not billions) of viewers in 2013, they set a new standard for content development and distribution and sent competitors...
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Unlocking Secret Customer References Through Your Sales Team
The job of your customer reference program is to identify your organization’s strongest advocates and connect them with your prospects to help sellers close deals—and in turn create more advocates....
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