Rob Leavitt
Rob Leavitt
Rob is a Principal at Solutions Insights, a B2B consulting and training firm, and a Senior Associate of the Information Technology Services Marketing Association (ITSMA), where he served as Vice President of Marketing and Member Advocacy from 2-27.
HP backs solutions rhetoric with org change and investments
Everyone talks about "solutions" these days but few seem to invest in the changes necessary to move beyond the rhetoric. For example, truly...
Sustainability best practices can guide social media too
Focus on what matters. For Capgemini, reducing energy consumption in data centers and cutting back on business travel has proved far more consequential than...
B2B marketing as media: Six ways to think like an editor
B2B marketers in great numbers have jumped on the content marketing bandwagon and embraced the idea that marketing needs to be more like...
B2B ads worth spreading
The always interesting TED announced the winners in an intriguing new competition the other day: Ads Worth Spreading. Building on the nonprofit's overall mission,...
Customer references and solutions marketing: Building blocks for business impact
B2B marketers focused on high value solutions know that customer evidence is like gold. Great products may sell themselves based on features or price....
Four levels of B2B content sharing: Publishing isn’t everything
Consistently creating engaging content is one of those programmatic challenges that strikes fear in the hearts of many B2B marketers looking to take more...
Is sales enablement dead?
<imgx class="alignleft" width="300" src="http://woodridgemarketing.typepad.com/.a/6a00e553e32aa788340133f54fc2a6970b-800wi" title="DeathofaSalesmanPoster2" /> Sales Enablement is a huge topic in B2B these days. You can spend all day every day and still…
Marketing to key accounts: It’s all about the relationships
I was interviewing a Key Account Manager for a large tech firm the other day, and was struck by her comment that she...
Why is customer-centric marketing still more talk than action?
Michael Shrage’s recent Harvard Business Review post, Great Customers Inspire Great Innovations, got me thinking: Why, amid so much evidence of the power of...
The continuing rise of Account-Based Marketing: Four keys to success
Over the last 10 years, more and more B2B firms have invested in account-based marketing: treating individual accounts as "markets" and devising focused...
Strengthening thought leadership marketing: Five steps to excellence
I've just had the privilege of helping judge ITSMA's Marketing Excellence Awards, and was impressed in particular with the submissions in the Thought Leadership Marketing...
The four engines of B2B marketing success
A friend recently had the good fortune not only to take over marketing for a successful B2B firm, but to do so with a...
Two cheers for Eloqua’s Content Grid
Actually, I think Eloqua's new Content Grid is fabulous: it crams a complex story and a lot of information into an easy to understand...
Editorial strategy: Why do B2B customers need your information?
A new report from the always excellent Project for Excellence in Journalism got me thinking a bit differently about thought leadership and content marketing...
Four steps to strengthening B2B customer connections
IBM's hot-off-the-press 2010 CEO Study confirms again what solutions marketers already know: getting closer to customers is a strategic priority. An overwhelming 88% of...