Innovation Insights explores the impact of new and emerging concepts in sales, marketing, strategy and leadership for CEOs of growth-driven business-to-business companies.
By Doug Wendt, Chief Growth Officer and Chris Bryant, HubSpot Technical Lead
For more than twenty-five years, I've worked in the profession of growing B2B companies. And for most, if not all, of that time, I have observed that the vast majority of businesses put a surprisingly weak focus on managing data quality and accuracy in their sales and marketing activities.
Tags: marketing, business strategy, engagement, growth strategy, hubspot, business growth strategy, sales effectiveness, data quality, hubspot partner, inside sales
It's 2014. Your B2B company produces cutting-edge products or delivers state-of-the-art services. So why are you still spending on marketing like it's 1999? Chances are, your company is bleeding marketing dollars in ways you didn't even consider, precisely because you haven't had the time to think about how to do things differently. In the absence of a clear new direction, most companies fall on the old, tried-and-true approach…even if it no longer works. And chances are, your marketing is not performing for you at the level it could. As a CEO, here are six ways to stop spending the wrong way on marketing:
Tags: content marketing, marketing, marketing strategy, brand strategy, Focus Area: Marketing, b2b, inbound marketing, seo, b2b business growth
Sales is the lifeblood of any business. Achieving and maintaining consistent sales growth is a complex task that requires many elements to successfully work together if you are to see lasting results. As a business owner today, you are faced with many challenges that make selling much more difficult than it was in the past.Tags: content marketing, blog strategy, sales process, marketing, marketing plan, marketing strategy, CRM, sales performance, sales training, sales coaching, Focus Area: Sales
Why should customers choose your business? That is the most pressing question for any company or organization. How you answer this question will largely determine the level of success (or survival) that your business achieves. If your brand strategy and identity is to stand for something, it needs to be in alignment with the answers to this question.
Tags: branding, marketing, marketing strategy, value proposition, positioning, brand strategy, brand identity, logo identity, Focus Area: Strategy, M: Brand Strategy, M: Marketing, M: Growth
Marketers know intuitively that the ultimate goal of marketing is to make sales happen. And yet, oddly, marketers are often cut off from the information, relationships and connections they need to make that possible -- or they are given tasks that are considered important to the company but don't actually have any clear relation to the sales effort.
Tags: content marketing, strategy, marketing, marketing plan, marketing strategy, CRM, Focus Area: Marketing
