In 21st century sales and marketing, it is generally agreed that sticking to silos is not going to benefit anyone, but it is not always clear how to find the right syncretism to create consistent, well-targeted campaigns with perfect alignment among all teams involved. We believe that a blend of digital and human channels is […]
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OMNICHANNEL VS. MULTICHANNEL. Omnichannel Marketing has been a mainstream approach in B2C sales for a long time; now more and more B2B companies are discovering the advantages of an Omnichannel Marketing strategy. The B2B buying scenario has changed dramatically in the last few years: according to McKinsey & Company, today’s B2B buyers are actively […]
The Empowered B2B buyer requires a different approach to the buying journey.
The more digital technology advances, the more it will need human skills. This is the digital paradox of the 21st century. Digital technology is everywhere but, in a way, it is a victim of its own success: it has become so intelligent that it gives best results when talking to another intelligent being. A human. […]
The 21st century B2B sales landscape is becoming more and more complex and challenging. Multiple buyers and buying influences have a growing role in any purchasing decision and -on top of that- digital technology and the web are now strong sales and marketing factors, even in B2B. A 2015 Forrester research proves that […]
Nowadays, all businesses have many tools which help them collect customer information but, very often, these tools act in isolation and do not allow you to have a complete view of your customer journey. Many platforms will tell you which campaigns, promotions, channels are generating leads, but at some point there is a disconnection […]
We have just come back from B2B Marketing and Sales Innovation Expo. In the two days we spoke to dozens of decision-makers from businesses all over the world, we asked and answered questions and gave a talk to a packed theatre about the challenges that businesses face trying to sell their goods and services to […]
The 21st century B2B sales scenario is a very complex one with more and more decision makers and involved in any buying decision; all with their own buying motivations, barriers and communication styles. A decision may take months if not years. How do you even begin to navigate such a maze? How do […]
In Part 1, we reviewed the growth of the CRM and explored the latest features designed to help improve the salesperson’s (user) experience but there’s more to sales than logging information in a CRM, and there are a range of other digital marketing tools available to us that could form part of a […]
Innovation in Sales Systems Sales systems are everywhere! Most companies have one or indeed several different platforms that purport to be the “latest sales technology” that is “better than anything on the market” and is often peddled alongside irreverent terms such as “cutting edge”, “state-of-the-art” and “ground-breaking”. Whilst most of that would appear to […]