By Sarah Threet, Marketing Consultant with Heinz Marketing  B2B marketers often struggle with defining an Ideal Customer Profile (ICP) that is precise enough to drive meaningful engagement and revenue. Heinz Marketing’s recent Predictable Pipeline Benchmarking analysis reveals that, on average,...

If you’ve seen the award-winning HBO show “Succession,” you know how dramatic and challenging it can be to adequately succession plan for the next generation of business leaders. I’ve personally worked at companies that took succession planning seriously, and those...

If, like me, you’ve worked in marketing for a long time, then the four Ps of marketing might seem like a throwback. They are a bit, but I’ve worked in marketing for over a decade now, and some things never...

As a marketer, I often find myself sitting down at my desk with a calculator to do some basic math. And most of the time, I’m in a kerfuffle with three acronyms: TAM SAM SOM. Calculating your total addressable market...

I cringe whenever I look at how many unopened emails live in my work inbox. I’m lucky if I open maybe ten percent of them — including anything promotional. But, of those ten percent, what convinced me to open and...

There is a very common way to lose a deal you might have won had you avoided the tendency to talk about yourself, your company, your clients, and your solution. We call this the legacy approach. In Elite Sales Strategies: A...

One of my favorite things to do is watch college football. And if you think I’m going to compare optimizing B2B conversion rates to football, you’re absolutely right. Just like each player of the team needs to work together to...

By Brittany Lieu, Marketing Consultant at Heinz Marketing Good messaging is an art, but effective messaging is a science. Done right, your messaging should not only be indicative of your brand value but also differentiated, persuasive, and backed by insights...

Six years ago, I led a website content overhaul that nearly derailed when the product team and sales department had completely different ideas about our messaging priorities. Despite my experience with content strategies, I made a rookie mistake — I...