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Why Context Is King in Today’s B2B Tech Markets? – Part 3 Putting it together into Our Viewpoint

As we saw in part 1 of this series, B2B Technology marketers are dealing with a new reality.  Information is abundant, Alternatives are Many and in response, Buyers are now fiercely independent and highly networked. Proving ROI means nothing except a check box, if you aren’t strategic then nobody notices and if they notice they just don’t care.  Yet, as we saw in part 2, many

Why Context Is King in Today’s B2B Tech Markets? – Part 2 -Re-invent Your Messaging

The second dimension of my Viewpoint is the articulation of a re-invented solution, which is covered in depth in this blog.  To quickly recap, this blog argued that you can re-invent your solution along 3 dimensions, Approach, Innovation and Mindset or AIM; show diagrammatically here: So when B2B Marketers look at their messaging methodology

Why Context Is King in Today’s B2B Tech Markets? – Part 1 -Three Critical Changes to the Market

In this short series of blogs, I’ll be applying my Viewpoint framework to explain why I think context, yes what I call Viewpoint, is so critical to Breakthrough, High Velocity B2B Marketing.   With deference to my friend and mentor Matt Church, who taught me not be afraid of “nested context”, here we go! First, let’s define who I am talking to in this column and target