B2B Marketing Blog Posts provide valuable information and insights for businesses that sell to other businesses, covering a wide range of topics, from lead generation and content marketing to social media strategies and sales enablement, helping B2B marketers improve their campaigns and achieve better results.
In this videopodcast hosted by Steven MacDonald, I explore why B2B marketing should act as the bass player—quietly driving alignment across sales, product, and CX. We discuss breaking down silos, adopting B2C-inspired strategies, and building a truly customer-centric approach.
In the B2B healthcare sector, dominated by personal relationships and traditional sales, customer experience is often an overlooked area. In this environment, the need and the incentives don’t seem to align very well, especially in an industry with sales-oriented structures and processes, while marketing remains a secondary focus. However, designing personalized journeys for doctors and procurement directors is not only necessary, but it can also become a means to stand out in an oligopolistic market.
In 1979, The Buggles famously sang, “Video Killed the Radio Star.” The song captured a shift in how audiences consumed content, marking the decline of radio dominance in favor of television. Fast forward to today’s B2B marketing landscape, and we could see a similar shift: the overemphasis on sales urgency has all but strangled the essence of true marketing.