There's a lot of talk about the differences between demand creation (marketing), demand capture (sales), and brand (marketing). B2B companies' approach each of these...
Given the degree of independence B2B buyers have assumed, compelling content is a critical component of buyer-driven experiences. Even if the solution they're considering...
The mandate for B2B marketers is to successfully deliver buyer-driven experiences (BDXs) as self-service encounters. If the experiences you're providing are not -- or...
B2B buyers are frustrated, overwhelmed, and disappointed with their buying experiences. B2B companies think they're customer-centric, but that's not what buyers perceive. That nearly...