B2B consulting Archives - GrowthPoint, Inc.

#7 Hidden Pothole – 7 things every CEO should know about marketing

It is time to wrap up the “7 things every CEO should know about marketing” series with our final topic, #7 – the hidden pothole that I believe you as a CEO should avoid. What pothole am I talking about? It is the martech pothole (“martech” being the common term used in the industry for marketing & sales enablement technology solutions). Currently, there are over 8,000 martech solutions available (see Figure 1). That is overwhelming […]

Victoria Anders2021-05-18T02:29:23+00:00March 17th, 2021|Marketing Strategy, Sales Enablement|

#6 Key Metrics – 7 things every CEO should know about marketing

This is probably the one thing that every CEO wants to know about marketing – what are the best key metrics to use for making marketing investment decisions and then to evaluate those marketing investments. I deliberately did not make this my #1 because the previous posts cover elements that, if not addressed, will greatly influence these key metrics. Now that I have covered those, let’s dive into the key metrics […]

Victoria Anders2021-04-17T02:39:16+00:00October 5th, 2020|B2B Marketing Playbook, Marketing Leadership, Marketing Strategy|

#4 B2B Website Purpose – 7 things every CEO should know about marketing

As websites have evolved, I am still surprised to find many B2B websites are basically all about the company and what they do or what […]

Victoria Anders2021-10-12T01:29:02+00:00August 10th, 2020|B2B Marketing Playbook, Branding, Content Marketing, Marketing Leadership, Marketing Strategy, Messaging|

#1: The Ante – 7 things every CEO should know about marketing

The Marketing Ante

What do you, as a CEO, need to know about marketing? If you have a marketing professional in a leadership role on your team, you might initially think you don’t need to know that much. Of course, how do you know if they are doing a good job? If you are a CEO that has part-time marketing staff, or maybe just tactical marketing […]

Victoria Anders2021-04-09T23:35:22+00:00July 6th, 2020|B2B Marketing Playbook, Branding, Content Marketing, Marketing Leadership, Messaging|

Putting trade show dollars to work

Note: Be sure to check out the Trade Show Dollar Challenge at the end of this post.

Putting trade show dollars to work. Many companies are tightly squeezing their dollars right now, and that is understandable. One easy target is to pocket unspent or refunded trade show dollars as quick savings. This too is understandable. However, what if you can save a good portion of those 2020 trade show dollars while also investing today in a […]

Victoria Anders2020-05-19T00:42:02+00:00April 6th, 2020|Lead Generation, Marketing Leadership, Marketing Strategy, Sales Enablement, Sales Leadership, Virtual Engagements|

What will your customers know about you when the COVID-19 crisis is over?

For many businesses today, the first reaction to the current social and economic crisis due to the COVID-19 pandemic is to cut costs by downsizing staff or reducing paid hours, by shutting down production, or other measures. Every business will have to make hard choices. However, if your business, any type of business, firmly believes that you will survive this and you want to grow quickly after this is over, then you need to remember […]

Victoria Anders2021-01-19T19:14:06+00:00March 25th, 2020|Branding, Content Marketing, Marketing Leadership, Marketing Strategy, Messaging, Sales Leadership|

B2B Webinars: Build or Buy?

One conversation that catches my attention with B2B marketers is the “why don’t we just host and promote our own webinars instead of spending all those dollars with media companies?” That’s a great question and the answer is based on a clear understanding of what a webinar “is” and “what media companies sell.”

Anatomy of a webinar
The first thing is to have clarity on the required properties of a successful webinar. There are three things:

Webinar […]

Victoria Anders2021-11-09T16:11:18+00:00February 27th, 2020|Content Marketing, Marketing Strategy, Virtual Engagements|

B2B Marketers: The most important questions to ask sales

B2b marketers, when you get sales leadership (or better yet, even just a few of the truly good sales people) in a room, what information should you get from them to create more success for both marketing and sales in your organization? What are the most important questions to ask sales?

There are two key topic areas where your questions will serve you best — value propositions and lead quality/quantity.

Value Proposition

What […]

Victoria Anders2021-02-26T23:31:58+00:00February 21st, 2020|Marketing Leadership, Marketing Strategy, Sales Leadership|

Where Messaging Matters

You wrote your messaging (some call it value propositions) for your brand and each of your products, now what do you do with that messaging? If you only use messaging in advertising or in a powerpoint or document that you want sales to share, you will miss an important step. Where messaging matters: Everything customer facing

Where messaging matters: Your overall brand messaging and specific product messaging should be used in every customer facing […]

Victoria Anders2021-01-21T19:45:42+00:00February 4th, 2020|Branding, Content Marketing, Marketing Strategy, Messaging|

Wayne Madden is an engaging and passionate business development and marketing & sales professional with a successful history working with business owners, sellers, and marketers to create positive results. Wayne joined GrowthPoint six years ago, after serving as Vice President, Sales Development at Penton Media (now Informa Media), where he developed sales strategies, analytics tools, sales education materials, and sales training offerings that were successfully deployed across all their markets.