Back2Basics • Tags • Page 2 of 3 •

B2B Customer Centricity: Defining, targeting content that creates sales

ailerons arrows target shield courtesy of Pixabay

by Mark Eardley. In this fourth Q&A with Forrester’s Laura Ramos, we’re going to look at targeting.

B2B Customer Centricity: Why it’s vital for needs-based segmentation

jelly-marmalade-sweet-candy-sugar courtesy of Pixabay

by Mark Eardley. In this third Q&A with Forrester’s Laura Ramos, we look at centricity in the context of market segmentation.

B2B Customer Centricity: Why competitor differentiation matters

by Mark Eardley. In this second Q&A with Forrester’s Laura Ramos, we’ll examine how a centric approach may be used to differentiate a B2B enterprise from its competitors.

B2B Customer Centricity: Moving from lip-service to full service

Forrester Research - Customer Obsession Maturity Index

by Mark Eardley. In my next few columns, I’ll be asking Laura Ramos, Forrester’s VP and principal analyst serving B2B marketing professionals, about customer-centricity.

Back2Basics: B2B — Bollocks-to-Bullshit

by Mark Eardley. In B2B, the primary buying motivators are not based on emotions.

Back2Basics: B2B in 2018 — a licence to sell

innovation by jarmoluk courtesy of Pixabay 770

by Mark Eardley. The divide between sales and marketing is as wide as ever because the direct connection between marketing activity and the only achievement that matters is as vague as ever.

Back2Basics: It’s official — a renaissance in B2B is on the way

Forrester Predictions 2018 for B2B marketing professionals

by Mark Eardley. Isn’t it great when people agree with your thinking? It’s even better when your thinking gets endorsed by a heavyweight such as American research company, Forrester.