B2B sales is the process of selling products or services from one business to another, typically involving longer sales cycles, multiple decision-makers, and higher transaction values than consumer sales. Unlike B2C, where a single person decides and often buys in minutes, B2B purchases move through procurement layers, budget approval chains, and stakeholder committees before a…
B2B sales is the process of selling products or services from one business to another, typically involving longer sales cycles, multiple decision-makers, and higher transaction values than consumer sales. It requires a fundamentally different commercial approach: one where trust, expertise, and organisational fit matter as much as price. If you work in marketing or revenue…
A B2B partnership lives or dies on what happens between the first handshake and the signed contract. Most marketing teams treat partnership as a brand exercise. Most sales teams treat it as a sourcing problem. Neither is right, and the gap between them is where deals go quiet. The partnerships that generate real commercial return…
Brand consideration is the degree to which a potential customer would include your brand in their decision-making process when they are ready to buy. It sits between awareness and purchase intent, and it is where most brands quietly lose the sale before the customer ever reaches a search bar or a sales team. You can…
An inbound sales strategy is a structured approach to converting leads who initiate contact with your business, whether through content, search, referrals, or organic channels, into paying customers. Done well, it aligns marketing and sales around the same buyer signals, reduces wasted outreach, and builds a pipeline that compounds over time rather than resetting every…
The Salesloft acquisition of Drift in 2024 brought two of B2B’s most recognisable revenue tools under one roof. Salesloft, already a dominant sales engagement platform, absorbed Drift’s conversational marketing capabilities to build what it calls a unified revenue orchestration platform. For go-to-market teams, the practical question is straightforward: does this consolidation make your commercial stack…
The CMO of Salesforce sits at one of the most scrutinised seats in B2B marketing. The company sells marketing technology to marketers, which means every campaign, every product launch, and every brand decision is evaluated by an audience that knows exactly what it is looking at. That pressure shapes how Salesforce approaches its own marketing,…
Wendy’s recent decision to cut back on promotions after overwhelming customers with too many choices is a textbook case of what happens when short-term activation thinking crowds out commercial clarity. When a brand’s promotional calendar becomes so dense that customers can’t process the offer in front of them, the promotion stops being a sales driver…
B2B sales leads are contacts or companies that have shown some signal of interest in what you sell, enough to warrant a conversation with your sales team. But the gap between a lead and a customer is where most go-to-market strategies quietly fall apart, not because teams aren’t generating enough leads, but because they’re generating…
Proof points align product marketing and sales teams by giving both sides a shared, evidence-based language for why a product wins. When sales knows exactly which claims are substantiated, and product marketing knows which claims actually move deals forward, the friction between the two functions drops considerably. The problem is that most organisations treat proof…
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