Tibco Architects Thought Leadership

Let’s face it. When you’re in the business of selling technology that connects different types of corporate computer systems together, things can get pretty dry. And, predictably, most marketing messages that come out of this space are pretty dry techspeak. Vendors...

The Top 5 Issues Facing B2B Marketers

What are the key issues facing B2B marketers? According to MarketingSherpa’s Sean Donahue (who spoke last week at the Demand Generation Summit in San Francisco), the top 5 issues are as follows: The Growing Committee. Sales cycles are now being extended and...

Valuing Value

If you want to be an innovative B2B marketer, you should take a close look at companies in the most commoditized B2B industries. The prospect of a hanging, as they say, can concentrate the mind. Well, if you sell ball bearings or cement or industrial chemicals,...

The Fatal Joke

Some B2B marketers have a bad habit of getting  very interested in a single medium or channel. It may be trade shows, or email — or even blogs, webcasts or podcasts.  They become enamored of the cool new  medium of the week and start to obsess...

The New Conversationalists

What do you want to talk about? That’s the question we all should want to have answered because, as they say, “markets are conversations.” So if you want to get attention and drive growth, you better be an exceptional conversationalist. Just ask Lois...