Category: Digital Transformation

Over the last several years the majority of B2B marketers have seen their customers move online in terms of brand discovery, engagement and ultimately sales. This has become even more accelerated with the pandemic forcing businesses to move their entire customer journey’s online. Gone are the days of throwing spaghetti at the wall and hoping it sticks as you would with mass-media marketing. Digital transformation has positively influenced how we go to market, engage our stakeholders, and analyze our success at every stage of a customer’s journey. Comprehensive Decision Making The goal of marketing in mass media was to spread… Read More

For B2B marketers, the transformation to digital B2B experiences is a large undertaking. This is especially true for larger organizations where the stakes are high and institutional resistance is greater. Over the years I’ve helped scores of brands re-invent themselves as digital-first. During these efforts, I’ve discovered several lessons that B2B marketers must address as they embark on this journey. Lesson #1: It’s a Journey There is always the quarterly pressure to get things done and drive results. But digital transformation will not happen overnight. Setting expectations – especially with management – that it’s a journey, not a quick fix… Read More