By Karla Sanders, Engagement Manager at Heinz Marketing In the competitive landscape of B2B marketing, understanding and meeting customer needs is paramount. This is where the Voice of the Customer (VOC) becomes indispensable. VOC represents the invaluable feedback, insights, and preferences shared directly by your customers, serving as the cornerstone of your business strategy. Harnessing the power of VOC is not just about listening; it’s about translating those insights into actionable strategies that resonate with customers at every stage of their journey. Here are some customer marketing p ..read more

By Win Salyards, Senior Marketing Consultant at Heinz Marketing When delving into B2B marketing, understanding the pivotal role of technical personas such as programmers, engineers, and IT professionals is key. Their specialized expertise and discerning preferences shape industries, making it imperative to engage them effectively. This necessitates a strategic approach that transcends traditional marketing tactics. In this post, we’ll explore the nuances of B2B account-based marketing (ABM) targeted at technical personas and dissect some key challenges marketers encounter. Understand ..read more

By Matt Heinz, President of Heinz Marketing If you’re not already subscribed to Sales Pipeline Radio or listening live Thursdays at 11:30 am PT on LinkedIn (also on demand) you can find the transcription and recording here on the blog every Monday morning.  The show is less than 30 minutes, fast-paced and full of actionable advice, best practices and more for B2B sales and marketing professionals. We cover a wide range of topics, with a focus on sales development and inside sales priorities. This week’s show is entitled, “Balancing Brand and Demand in a Scale-Up Business“ and my guest is ..read more

By Payal Parikh, VP of Client Services at Heinz Marketing As with any MarTech tool, getting to know the tool and its benefits is one thing. Determining if it is the right fit for your use case is next. And once you decide to purchase it for your organization, operationalizing it with people and processes is key to its success. Last month, my colleague, Win Salyards wrote about Koala and its features as an ABM tool. Based on the information provided from the blog post, let’s talk about how to operationalize Koala with people and processes. Key steps to operationalizing Koala: Integration w ..read more

Every Saturday morning we share some of our favorite B2B sales & marketing posts from around the web from the last week (so it’s fresh!). We’ll miss a ton of great stuff, so if you found something you think is worth sharing please let us know. 20 B2B Marketing Tactics to Outperform Your Competitors in 2024 By Sydney Go and contributors: Michelle Lowery and Bartłomiej Barcik As the B2B market evolves, it becomes increasingly difficult to stay competitive. That’s why it’s essential to keep up with the latest industry trends, embrace digital transformation, and level up your technic ..read more

By Brittany Lieu, Marketing Consultant at Heinz Marketing “Test early, test often” and “test everything,” they say, but maybe you’re wondering “how?” For many marketers, A/B testing is no stranger. We all know and love the efficacy of proper split testing, but the challenge seems to always boil down to time.  Whether it’s a matter of time-to-value depending on traffic levels and goals, or testing velocity per quarter or throughout the year, it may feel like a struggle to achieve confidence at speed.  Enter, rapid validation or your cheater’s guide to quick and iterative testing.  ..read more

By Lisa Heay, Director of Business Operations at Heinz Marketing As part of my Marketing Operations role, one of my focus areas is to understand how our website is performing and where we have opportunities for optimization. Google Analytics can be intimidating. Sure, there are baseline metrics like visitors and views, and you can watch the numbers rise and fall over the months, but do you know what those numbers are really telling you? Can you use them to make strategic decisions about your marketing efforts and your website? You need to dig deeper. Why should you care about website perf ..read more

Every Saturday morning we share some of our favorite B2B sales & marketing posts from around the web from the last week (so it’s fresh!). We’ll miss a ton of great stuff, so if you found something you think is worth sharing please let us know. The Pros and Cons of BDRs in B2B Sales and Marketing By Nick Kane A BDR’s effectiveness hinges on various factors. And they may not be right for all organizations. Here, explore the role of BDRs, the pros and cons, and best practices to utilize them effectively 14 Content Challenges Marketers Are Facing (And How To Overcome Them) By Forbes Communicat ..read more

By Maria Geokezas, Chief Operating Officer at Heinz Marketing We all know getting new customers through the door is important. But what we sometimes forget is getting them in the door is only the beginning. The true magic lies in keeping those customers. That’s where a shift in the way we see marketing can make a difference. By shifting marketing’s focus from attracting new faces to nurturing the relationships businesses already have, marketing teams can unlock new ways to improve customer retention. Here, we look at how marketing can play a larger role in customer retention through advan ..read more

By Tom Swanson, Engagement Manager at Heinz Marketing Last time we found out that ChatGPT struggles to make a visualized workflow. Today we are digging into whether or not ChatGPT can optimize a workflow based on qualitative data.  Enjoy the video below! Initial Findings: ChatGPT can create workflows from scratch but results may be suboptimal. Existing workflows ranged from acceptable to chaotic; aim is to optimize. Challenges in Workflow Optimization: Workflow simplicity is key, but bespoke workflows tailored to teams are essential. Qualitative issues arise (e.g., MLT strategy, prod ..read more