The Five Questions Every B2B Marketer Should Ask

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For any of the teams that I’ve worked closely with over the past few years, they may already know where I’m headed with this blog entry. For several years now, I have held tightly to the belief that there are five questions that the sales and marketing efforts of every B2B technology company must address in order to attract, land and retain customers. For each of these questions, where customers find deficiencies, companies should apply greater marketing effort. In fact, in many cases they may find their sales efforts stall until they can successfully answer each of the five questions.

If Content is King...

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If content is truly king, as so many would have us all believe, why do so many marketers still get it wrong? Companies right and left seem to have adopted a knee-jerk reaction to the explosion in social media. Anything and everything makes its way to YouTube and Facebook, and some companies have added Twitter statistics to annual performance reviews. In their defense, abusers cry out that ‘content is king’ and that producing content in wild abandon is the key to success, leads and world peace.