Why White Papers?

White papers, which I like to call "position papers," have become an essential element in the B2B marketing toolkit in recent years. But should they be? As a new study from Information Week suggests, the answer is unquestionably yes. The research —...

Compelling Insights Build Brand Equity

Too often, B2B marketers fail to recognize that their own thought leadership is essential to market leadership. The top companies – Microsoft, SAP, Accenture, Cisco, IBM – recognize this fact and tend to invest heavily in thought leadership activities....

Leading Lights: Junta42’s Joe Pulizzi

In their recent book Get Content, Get Customers, Joe Pulizzi and Newt Barrett make a powerful case for what they call “content marketing.” Their objective is to show how marketers can – and must – turn content into a powerful asset for generating leads and closing...

Leading Lights: Avaya’s Paul Dunay

Illuminating the Future recently spoke with Avaya's Paul Dunay, who is Global Managing Director of Services Marketing. Paul has spent more than 20 years in marketing, creating buzz for leading technology companies such as Google, IBM, Microsoft, Oracle, SAP, and...

Reaching Out for Guidance

Given the struggles facing both buyers and sellers in today’s markets, it’s surprising that a shared solution has been so slow to emerge. But the outlines of such a solution are becoming clearer. As we have discussed, buyers now seek assistance in managing...

Why Sellers Don’t Sell

What’s keeping sellers from meeting their objectives for profitable growth? While cyclical trends are certainly in play in today’s markets, there’s more going on here. In markets revolving around considered and complex offerings, sellers are...

Why Buyers Don’t Buy

What’s vexing our prospective customers? What have we as sellers failed — in many markets — to truly resolve for them? Why are they struggling to make successful decisions? While there are different issues to consider in different markets, we can...