Indecision isn’t just a delay. It’s a silent deal-killer. B2B sales teams spend weeks, if not months, educating buyers, navigating stakeholder groups, and customizing proposals. And then everything stalls. The buyer stops replying. Budget discussions fade. Consensus weakens. There is no formal...
Buyer indecision is a persistent challenge in B2B sales, where decisions can involve multi-million-dollar investments and months of deliberation. 40% to 60% of deals today end up lost to customers who express their intent to purchase, but ultimately fail to act. - HBR This freezes pipelines and...
For clean energy companies, increasing demand for renewable solutions should feel like a win—but the reality is more complex. The surge in market entrants has made it more challenging to stand out, leaving even innovative providers fighting to avoid commoditization. Meanwhile, ESG frameworks are...
Marketing is at a crossroads, and its mismanagement threatens to suffocate the very strategies businesses need to thrive. As market dynamics grow more complex and buyer expectations evolve, too many organizations fall into the trap of siloed tactics and disconnected technologies. Instead of driving...
In B2B sales, data is more than just an asset. It is the engine driving transformation toward buyer-centric systems. Modern buyers expect consultative, personalized, and value-driven engagement. The role of data has shifted from an internal tool to guiding more profound and meaningful buyer...
The average B2B deal involves multiple stakeholders and has sales cycles longer than ever. Generic marketing campaigns don’t cut it. Decision-makers don’t want to be sold to—they want to feel understood. Account-based marketing (ABM) meets this demand by addressing the complexity of modern B2B...
B2B buyers are inundated with repetitive marketing messages and surface-level content. Generative AI has contributed to this oversaturation by enabling brands to produce content faster. However, are brands considering how this oversaturation impacts the B2B buying process? Content Must be Helpful...
Many consumers have Internet of Things (IoT) products in their homes, like Alexa or smart thermostats, but B2B is perhaps the more transformative space for IoT. B2B IoT is reshaping traditional business models, driving operational efficiency, cost savings, and advanced service delivery. Businesses...
You’re the Einstein of fidget spinners! The spinners you pioneered are state-of-the-art. Cutting-edge. Unparalleled. They spin faster than any other fidget-soothing device ever assembled. Why wouldn’t a fidgeter want to buy one? Because buyers often aren’t looking simply to buy the next great...
B2B marketers face a unique set of challenges when trying to improve their team’s outcomes. For example, one HubSpot report found that the average marketer works on five campaigns at a time and that most marketers surveyed thought their workload would increase in the coming year. Additionally, many...
For clean energy companies, increasing demand for renewable solutions should feel like a win—but the reality is more complex. The surge in market entrants has made it more challenging to stand out, leaving even innovative providers fighting to avoid...
B2B buyers are inundated with repetitive marketing messages and surface-level content. Generative AI has contributed to this oversaturation by enabling brands to produce content faster. However, are brands considering how this oversaturation impacts...
Hiring great talent is vital to business success, but it’s not an easy feat. Many companies turn to recruiters to help fill open roles. It’s expensive, and it doesn’t foster a strong connection between the company and the candidate. But what if...
Navigating the evolving landscape of technology can be like traversing a veritable minefield. This is especially true in the age of artificial intelligence (AI). For business leaders, understanding and implementing IT transformation in the age of AI...
A fictional persona won't tell you why a deal stalled. A business problem will. But for years, B2B marketing teams have built their strategies around buyer personas: "Maggie the Manufacturing Director," "CTO Carl," and "Procurement Paula." These...
When uncertainty hits, the reflex is familiar: freeze budgets, delay campaigns, cancel that next initiative. On the surface, it makes sense. Cutting marketing spend feels like the safest lever when pressure mounts. But there’s a core problem with...
That form fill that just came through is not the finish line. It’s the start of a conversation you’ll never hear. Your buyer isn’t acting alone. They’re just the first touchpoint in a chain of internal validation. A chain that includes skeptical...
Most companies say they want to improve customer experience. Few start with the most critical piece: the words they use. Buyer-centric messaging is not about slogans or clever language. It is a system that helps buyers move from curiosity to...
Most companies believe they have a clear Ideal Customer Profile (ICP). But when you look closer, it's not a strategic model. It’s a segment definition. A list of filters like industry, size, title, and geography. That’s helpful for ad targeting, but...
Most marketing playbooks assume a return to normal. Pipeline softness is temporary, budgets will bounce back, and next quarter will bring clarity. But what if the volatility isn't temporary? We're in an economic era of perpetual disruption, not...
The B2B buyer's journey has become more complex with the rise of generative AI. Buyers are relying on AI-driven insights before visiting a company's website or speaking with sales. This shift challenges traditional inbound lead generation and...
Marketing healthcare technology presents unique challenges that differ significantly from other industries. The complexity of medical products, the stringent regulatory environment, and the diverse needs of healthcare providers create barriers that...
The Internet of Things is reshaping and defining markets, so much so that it has been dubbed “the next Industrial Revolution.”
Download our comprehensive guide on the opportunities, challenges, and best practices for IoT solution providers in the B2B space.
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