Rob Leavitt

Four levels of B2B content sharing: Publishing isn't everything   Consistently creating engaging content is one of those programmatic challenges that strikes fear in the hearts of many B2B marketers looking to take more advantage of social media.   It shows up regularly in surveys on the obstacles to social…

IBM's 2010 CEO Study confirmed again what solutions marketers already knew: getting closer to customers is a strategic priority. An overwhelming 88% of large enterprise CEOs told IBM that getting closer to customers is a top business strategy for the next five years, placing it at the top of the list. An…

B2B marketers in great numbers have jumped on the content marketing bandwagon and embraced the idea that marketing needs to be more like media. We have to focus on providing "readers" and "viewers" (i.e., customers, prospects, and other stakeholders) with interesting and useful material on a regular basis as the…

Over the last 10 years, more and more B2B firms have invested in account-based marketing: treating individual accounts as "markets" and devising focused campaigns just for them.   Back when my partners and I were developing some of the early methodology for account-based marketing in the early 2000s at ITSMA, it…

Everyone selling high value solutions wants to engage C-level executives.   They're the ultimate decision makers. They can provide deep insight into both their own companies and emerging issues in your markets. They can give you the most powerful references and testimonials.   Of course they're also the hardest to reach.  …

B2B marketers know that thought leadership is essential, especially when selling high-value solutions. Business buyers tune out most traditional marketing, but they are always looking for new ideas. If we can produce interesting and useful content, and use social media and other platforms to spread the good word, we at…