Explore real-world strategies for driving business in corporate environments, moving beyond simple lead generation to understand what truly drives complex purchasing decisions. Discover an executive-led approach that bridges the gap between marketing and sales, prioritizing value creation and loyalty over vanity metrics.
The best tools come from watching how people actually work. Event Profit Simulator© was built from direct observation of how marketing teams manage event economics and what standard platforms consistently leave open. A real-time P&L simulator for trade shows and proprietary events, built to shift mindset as much as numbers.
Customer Experience in B2B is widely accepted in theory, yet rarely succeeds in practice. Not due to lack of understanding, but because of structures, incentives, and cultures built for short-term outcomes. Organizations claim willingness to change, but deeply rooted inertia consistently blocks real transformation.
In B2B environments, the relationship between marketing and sales isn’t always a harmonious one. Their level of alignment depends on internal balance, corporate culture, and, in many cases, the particular dynamics of the industry itself. In this post, I explore how to strengthen collaboration between both teams, which metrics to share, and how to establish feedback processes that enhance message coherence and commercial effectiveness.
In consulting, a clear and signed scope is more than a formality: it’s your safeguard. It defines what’s included, what’s excluded, and whether your role is proactive or reactive. Without it, misunderstandings can escalate, as in the case of a consultant and client clashing over responsibilities when a key team member left. A precise scope protects relationships and ensures aligned expectations from day one.
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.
While many businesses are obsessed with the bottom line, they often overlook the importance of the middle of the funnel. By focusing too heavily on closing deals, companies risk neglecting the crucial steps that lead up to a sale. Without a strong foundation in brand awareness and lead nurturing, it’s like trying to build a house without a solid framework. It’s simply not going to stand.