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    Articles from Illuminating the Future

    brittonmanasco.com

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    1. Why Unify B2B Marketing? Poe Knows

      Explore Illuminating the Future (Oct 26 2009)

      They can define and engage their target markets with targeted thought leadership, relevant value propositions and personalized "provocations" (as Geoffrey Moore puts it). I'm not simply buying ad words, posting on Twitter and waiting for them to come to me. ... "Together, the two disciplines produce measurable ROI, accountable results, and direct contribution to the top line." The point is: We need to strike a balance. We need to assist and advise, observe and assert. ... (Read Full Article)

      Mentions:   HubSpot   B2B   Thought Leader

    2. Mastering the Customer Success Cycle

      Explore Illuminating the Future (Sep 16 2009)

      Mastering the Customer Success Cycle We are all enabled and constrained by our mental models. They shape our thinking and influence our actions. While these explanatory models generally give us greater clarity, sometimes they merely hold us back. One such model, I would argue, is the conventional sales funnel. In the realm of B2B marketing and sales today, it is the defining model – the one that guides strategy, planning , organTurbulenceization, action and investment. (Read Full Article)

      Mentions:   Enterprise   B2B

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