B2B Reads: Breathe New Life, Successful Communication, & When You’re Stuck


In addition to our Sunday App of the Week feature, we also summarize some of our favorite B2B sales & marketing posts from around the web each week. We’ll miss a ton of great stuff, so if you found something you think is worth sharing please add it to the comments below.

Breathing New Life Into Mature Industries
Innovation is supposed to be the lifeblood for tech hubs and other industries around the world. But how often do we talk about what conditions are needed to thrive and be sustained over time. If an industry has already been making products for a century, how can you innovate within a culture that might have forgotten how to? Thank you for the great read, John Barton.

Call it a fundamental “reset” of some kind, or a “breather” of major proportions, the point is that human beings are tired, confused, angry, anxious — and something has to give. Thank you for the great read, Dan Oestreich.

Why B2B Branding Is More Important Than Ever
It’s clear that strong branding is crucial in B2B, where it enhances the effectiveness of demand-generation activities, lowers the cost of sales, and commands a price premium. Some of B2B branding’s salience stems from evergreen truths: Emotion has always been a large driver in B2B purchases—more so than some people imagine. Thank you for the great read, Margaret Molloy.

Are You Solving the Wrong Sales Problem?
Is the culprit behind a lack of sales the real issue or an easy “scapegoat,” which is masking the real problem? Thank you, Colleen Francis, for the great read.

Author Talks: Finding Calm and Meaning in a World of Flux
Explore the perspectives on change and the ways in which adaptability lays the groundwork for success in an uncertain world. Thank you for the great read, April Rinne and Raju Narisetti.

Successful Communication
Lack of communication can be deadly for an organization, most people realize that. What some people, and unfortunately some leaders, don’t understand is that miscommunication can be just as deadly. Thank you, Steve Keating, for the great read.

Speaking Your Truth to Live a Life of Authenticity
Speaking up and speaking your truth is an essential aspect of living a life of passion, fulfillment, and authenticity. However, we struggle to find ways to speak our truth for many of us. Thank you for the great read, Mike Robbins.

When You Are Stuck, Find a Third Option
There are endless ways to get from point A to point B.  It doesn’t matter where we start from, or where we’re headed…there’s never just one way to arrive at our destination. Thank you for the great read, Kristin Hendrix.

Human Emotions in B2B Marketing
Experiment, measure, adjust, repeat. Marketing success arguably lies in embracing an experimental mindset and understanding customers’ emotional motivators. Thank you for the great read, Vittorio Baiocchi.

How To Break The 5 Habits That Hurt Ideation
Many companies find it hard to prioritize ideation. Here are five ways to break the pattern and gather a wealth of ideas for your organization. Thank you for the great read, Dr. Evans Baiya.