Category Archives: B2B Marketing

Facts vs. Feelings

I serve on the board of directors for a local health services organization serving seniors, many of who have memory loss. In a number of board meetings we have heard about a focus on validating feelings rather than fact-based responses. A practical example of this is a resident who asks frequently about the time. The […]

B2B Self-Education – Jumping the Buying Process

Following up on my last blog post about the trend of B2B buyers to self-educate rather than rely on suppliers’ salespeople for information, I saw two interesting statistics from the Corporate Executive Board (CEB) this week. The first is that B2B buyers, on average, are more than half way through (57% to be precise, according […]

Self-Education and Lengthening Sales Cycles in B2B

I have been following two interesting trends in the B2B world.  First is the lengthening sales cycle and the second is the increasing tendency of B2B buyers to self-educate, often not even talking to a sales person until late in the buying process. Let’s look at the lengthening sales cycle first.  According to a survey […]

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