For many companies, raising list prices has not offset higher costs, yet too few companies are helping their front line find other ways to grow revenue.
Grove B2B ‘s Chief Client Officer, the inimitable Samantha Cunliffe, looks at how brands are pumping out meaningless thought leadership, and wasting money on paid influencers.
B2B buyers need a reason to believe, not a list of features
Most product marketers mistake explanation for persuasion. They open with features, as if the product’s function speaks for itself. But buyers don’t assign value to features in isolation.
Plain? Predictable? Think again. B2B marketing is a hot potato
Some shameless self-promotion. Using vegetable analogies, I wrote about how B2B marketing has grown underground to be a critical, yet often overlooked, force in growth.
20 challenges B2B companies face in scaling (and how to overcome them)
Scaling a B2B business comes with various hurdles. But, with a strong foundation and the right strategies, these obstacles can be turned into stepping stones for long-term success.
Shifting B2B pricing from the static to the strategic
Dynamic pricing is common practice in B2C. But in the B2B world, it’s much more difficult to adjust prices up or down to reflect fast-changing real-world conditions.
How Tata Consultancy Services uses marathons to win over B2B decision-makers
“There’s still a sea of sameness in B2B. A tendency to play it safe. But the brands that win are the ones willing to take risks, be disruptive, create experiences that move people.”
When every category is overcrowded and nearly every product offer sounds the same, brand is often the first—and only—thing that helps a product stand out.