How B2B marketers can help sales overcome customer indecision
B2B buyers are prevented from pulling the trigger on purchases by fear of messing up. Here's a framework for overcoming customer indecision and accelerating revenue.
Scott Vaughan is a B2B CMO and go-to-market leader. After several CMO and business leadership roles, Scott is now an active advisor and consultant working with CMO, CXOs, Founders, and investors on business, marketing, product, and GTM strategies. He thrives in the B2B SaaS, tech, marketing, and revenue world. His passion is fueled by working in-market to create new levels of business and customer value for B2B organizations. His approach is influenced and driven by his diverse experience as a marketing leader, revenue driver, executive, market evangelist, speaker, and writer on all things marketing, technology, and business. He is drawn to disruptive solutions and to dynamic companies that need to transform.
3 ways to rethink content’s role in your B2B GTM strategy
Ride the AI wave to improve your content marketing strategy. Show your execs and team how to create real value and meaningful experiences.
Product-led growth: 3 important lessons from the front line
While this model is all the rage as a go-to-market strategy for B2B software companies today, not all products are the right fit for PLG.
5 strategies B2B marketing and sales teams can bank on as markets tighten
These core strategies and tactics can help B2B organizations turn GTM efforts into results amid economic uncertainty.
The state of intent data in 2023 and beyond
With B2B's increasing reliance on intent data, now is a good time to assess its current state and prepare for what's ahead.
From capturing leads to generating demand: Breaking down B2B marketing’s pivot
It's time to move on from outdated lead-centric strategies and tactics. B2B organizations should focus on buyer and account engagement.
4 ways to address B2B disconnects and drive customer relationships and revenue
Don't let B2B internal disconnects limit customer relationships, affect revenue results and hamstring your GTM teams’ productivity.
Get your front row seat for the race to be the B2B revenue platform of record
The jockeying is on among leaders in a new B2B mega-category: revenue tech.
How to turn the great buyer resignation into B2B career opportunities
The B2B buying process has gone primarily digital - most B2B sellers and teams have not.
Create a B2B GTM strategy that buyers, execs and revenue teams love
Your GTM strategy and the core ingredients must be constantly optimized and evaluated for impact by key stakeholders.
5 strategies to become a more impactful, buyer-driven marketing org
In B2B, the buyer is in charge. It's time to adopt buyer-driven marketing strategies.
ABM is not a replacement for your demand strategy
ABM is a critical tool, but it's not necessarily the whole tool-kit
7 Essential Lessons Toward Marketing as a Business Driver
One CMO's views, rants and aspirations from a decade of doing the work.
Data-first marketing: A strategy to stop wasting 30% of your budget
Focus on the fundamentals ensures the contact and account data generated from our marketing efforts is compliant, marketable, informed, connected and actionable. This commitment makes our people, programs, and results better.
Stop forcing your B2B marketing org structure on your buyer’s journey
Our B2B marketing organizational structures are getting in the way of our ability to connect with buyers, create exceptional experiences and drive opportunities.
Uncertainty and chaos: An ideal time for online events to get a makeover
There is room for innovation from both the hosts and the tech platform to improve the user interface and experience of virtual events.
Fixing the B2B sales-marketing divide to hit pipeline and revenue targets
It’s time to integrate (not align) sales-marketing efforts to educate, inspire and generate relationships and revenue in a unified effort.
Build a smarter path to revenue and customer generation in 2020
The emerging focus is on orchestration, a next-level approach that builds off basic automation and adds new levels of intelligence in the process.
ABM goes mainstream: What have we learned and what’s next?
Account-based strategies and know-how have moved from nice-to-have to critical skills for B2B professionals.
Déjà vu! CMOs are bringing back always-on marketing
When done correctly, an always-on approach can bring brand relevancy at every stage of the customer lifecycle, sustained communications and high-value story building.
Unstoppable trends every B2B marketer must embrace to drive growth
The ability to measure areas of investment will help us be smarter marketers.
5 essential strategies B2B marketers must master in 2019
With a solid foundation, the innovative strategies, tactics, programs and tech we deploy will be more impactful.
It’s time to change up your martech stack graphic
Marketing technologists: Let's leave slick logo-studded slides behind and show we're serious about business.
5 ways B2B marketing leaders can overcome the talent shortage
Building a competitive, top-notch marketing organization requires having a consistent and talented staff in place. Here's how and why you need to be continually scouting for the best and brightest marketing talent.
Modern tools & techniques to bolster top-funnel, 3rd-party demand gen
Inbound marketing has dominated many brands' strategies recently, but contributor Scott Vaughan explains how technological advances are enabling better outbound efforts.
How focusing on brand value creates revenue growth
Marketers often find themselves torn between meeting short-term sales goals and fostering long-term value. Contributor Scott Vaughan explains how to bring these two objectives together.
B2B marketers: Are you a marketing technology ‘investor’ or a ‘buyer?’
Your approach to adopting and integrating martech is a key factor in determining its likelihood of success. Contributor Scott Vaughan explains.
#LookUp: The most important view for high-impact B2B marketers (with inspiration from Stephen Hawking)
Contributor Scott Vaughan explores some lessons taught by the influential cosmologist and explains how these ideas can be applied to your work in marketing.
CMOs: Look to musicians for advice on a martech stack that performs
Contributor Scott Vaughan returns from Nashville reflecting on what marketers can learn from the original 'stack' users.
Why attribution can be overrated & create unintended consequences
Sure, attribution can be helpful, but contributor Scott Vaughan warns you must keep your eyes on your ultimate goal to avoid getting distracted.
The changing role of “sales” kickoffs & why marketing should drive
Contributor Scott Vaughan shares tips on how to make your annual revenue kick-off event as successful as possible.
So, what’s it like to be a CMO of a marketing-focused business?
What happens when your role is the same as your target customer's? Columnist Scott Vaughan shares insights into how to use this situation to your advantage.
How to increase database integrity to crush your 2018 targets
As you start planning your budgets and targets for the coming year, data will be front and center. Columnist Scott Vaughan shares four strategies to help you commit to a data integrity plan in 2018.
What B2B marketing attributes are CMOs looking for in 2018?
As we edge closer to the new year, now is a good time to take a close look at the talent inside your B2B marketing team. Columnist Scott Vaughan discusses the skills and attributes CMOs should look for.
Is GDPR the Y2K for B2B marketing? And how to use it to your advantage
The EU’s General Data Protection Regulation and Y2K share some surprising similarities. Columnist Scott Vaughan breaks them down and outlines four ways to prepare your organization for GDPR.
Are you ready to evolve beyond marketing automation in the next era of B2B marketing?
Columnist Scott Vaughan says marketing automation's "teenage years" are resulting in some soul-searching for B2B marketers and the leading marketing automation providers.
Time: Marketers’ most precious resource & ways to maximize it
As marketers' jobs become increasingly fast-paced and 24/7, columnist Scott Vaughan shares four ways to help you overcome the time challenge and meet ever-growing expectations.
Look internally to achieve external marketing impact and better results
Don't focus all your marketing efforts on external customers and stakeholders. Columnist Scott Vaughan explains how stepping up your internal communications will boost your marketing results.
What makes for a valued martech provider?
In the rapidly growing martech space, how do you determine which providers are worthy of your investment? Contributor Scott Vaughan taps some industry pros to share their tips.
Martech vendor investment forecast: Sunny with just a few ‘clouds’
Columnist Scott Vaughan recaps a panel from the recent MarTech Conference in San Francisco that focused on investing in the future of marketing technology.