Marissa Homere

Tag: b2b sales

  • The Content Marketing Delusion That’s Wasting Your Time

    The Content Marketing Delusion That’s Wasting Your Time

    Creating content for search engines instead of solving real buyer problems is the fastest way to irrelevance. The Mistake: Producing generic, SEO-optimized content that checks boxes for search algorithms but fails to address actual buying committee concerns or sales objections. Why It Happens: The Real Cost: The Fix – Strategic Content Realignment: This week, sit…

  • The Lead Scoring Breakdown That’s Destroying Sales Trust

    The Lead Scoring Breakdown That’s Destroying Sales Trust

    Nothing kills marketing credibility faster than consistently delivering “hot leads” that sales can’t convert. The Lead Scoring Reality Check: Pain Point #1: The Activity Addiction Your scoring model rewards noise, not signal: Pain Point #2: The Timing Disaster Your “hot” leads peaked weeks ago and you missed it: Pain Point #3: The Context Blindness Scoring…

  • Your Lead Scoring is Creating Terrible Sales Handoffs (Here’s the Fix)

    Your Lead Scoring is Creating Terrible Sales Handoffs (Here’s the Fix)

    When sales consistently rates your “hot” leads as garbage, the problem isn’t with sales. The Mistake: Building lead scoring models based on marketing activity rather than actual buying signals and sales feedback. Why It Happens: The Real Cost: The Fix – 5-Step Recalibration: Ask your sales team this week: “What makes you excited to call…

  • Make Sales Your Marketing BFF: The Alignment Framework That Actually Works

    Make Sales Your Marketing BFF: The Alignment Framework That Actually Works

    Here’s a scenario you may find familiar. You’ve spent three months crafting perfect positioning for a SaaS platform. Customer interviews, competitive analysis, message testing—the whole nine yards. The messaging was sharp: “Project management for teams that actually ship things.” It tested beautifully. Conversion rates went up 23%. Marketing qualified leads doubled. Then you sat in…

  • Is Your ‘Ideal Customer’ Actually Killing Your Conversions?

    Is Your ‘Ideal Customer’ Actually Killing Your Conversions?

    Your personas sound perfect on paper. That’s exactly the problem. The Brutal Reality Check: Pain Point #1: The Conference Room Creation Syndrome Your personas were born in a conference room, not from customer conversations. You know this happened if: Pain Point #2: The Job Title Trap You’re targeting titles, not people with actual influence. Warning…

  • The Death of B2B Sales (And Why 75% of Buyers Now Hate Talking to Salespeople)

    The Death of B2B Sales (And Why 75% of Buyers Now Hate Talking to Salespeople)

    Here’s the most important shift happening in B2B marketing right now: your buyers don’t want to talk to your sales team. They don’t want demos. They don’t want discovery calls. They don’t want to sit through presentations about features they already researched online. 75% of B2B buyers now complete most of their purchase research before…