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What is the Marketing Value Chain?

Earlier this week, we described how marketing has historically fallen short of its ideal of predictability causing inefficiency and waste. Today, we’ll look at the traditional “Marketing Value Chain” to understand its shortcomings and why a new approach is needed. A value chain can be defined as a set of activities that an organization performs […]


Marketing: Same Goal, New Rules

For over 50 years, many people suffering from certain autoimmune disorders have benefited from antibody replacement therapy. The precise mechanism by which this therapy works on these conditions has still not been definitively established. The bottom line is that often, it does work, though doctors cannot predict whether or not it will do so in […]


Affordable Research Techniques for Companies of Every Size

As HubSpot recently pointed out, a small budget doesn’t necessarily prevent your company from conducting market research. From user testing to content surveys, any organization can collect data for minimal cost if they’re willing to put the work in. These methods work for larger companies, too, even though the scale might be drastically different. There […]


In-the-Moment Marketing Data Impacts Every Decision

We’ve spent this month extolling the virtues of data and encouraging marketers to give data a central role in informing decision making and strategy development. But on a practical level, the stream of data coming from your website, social media and CRM can easily become an overwhelming tidal wave of data that multiplies daily. How […]


3 Ways to Respond to B2B Buyer Research

In this year’s Demand Gen Report on B2B buyers, we learn that more than two thirds (68 percent) of respondents agreed that the number of sources they use to research and evaluate purchases has increased over the past year. As we said last week, many marketers are starting to feel like they’re at the mercy […]


B2B Trifecta: Data, Buyers & Social Media

This year, 37 percent of B2B buyers said they spent more time using social media, almost double the 20 percent of respondents in the previous study. Additionally, the number of B2B buyers who connected directly with solution providers via social media increased by more than 57 percent. This is according to this year’s Demand Gen […]


Google Analytics Is Key to Understanding Customers

When it comes to understanding customers, data analysis is key. To take those insights a step further and truly impact marketing strategy, data optimization is required. That can be challenging, but given today’s breadth of data analysis tools, it doesn’t have to be. Whether you’re a large enterprise or a small company, there’s a way […]


Introducing The New Marketing Value Chain

As we wrote on Monday, The Old Marketing Value Chain is constrained by its reliance on “rules and tools.” The Old Chain had no ability to change with shifting marketing conditions. It also failed to account for dynamic marketing tools. A business using the Old Marketing Value Chain could find their competitors passing them by […]


How to Fight the New B2B Sales Cycle and Win

This month, we’re focusing largely on research from a company’s point of view, but data has also impacted the B2B sales cycle from the customer’s point of view. Demand Gen Report recently released a study, “The 2014 B2B Buyer Landscape,” that confirms the increasingly complex nature of the B2B buying cycle. In fact, they report […]


The Secret to B2B Buyer Personas

If you’ve spent any time working in B2B marketing, chances are you’re familiar with buyer personas. They’re an old tool, but just because they’ve been around for a while doesn’t mean they’re out of date. In fact, buyer personas today are more relevant and powerful than ever, because increased access to customer data allows us […]

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