Michael Box

Michael Box

Content Creator

BANT
Why BANT Fails for Modern Enterprise Technology Demand Generation

Michael Box Content Creator

For low-cost, commodity technology where the main differentiator is price, BANT (budget, authority, need, timing) can be a useful tool for qualifying leads. But for the majority of enterprise technology […]

Beware of the “False Economy” of Low-Cost Leads

Michael Box Content Creator

To fill their funnels, B2B marketers need leads—so much that sometimes they are willing to forego quality in order to hit their targets. And to satisfy mostly meaningless KPIs like […]

AI
AI’s B2B Data Problem

Michael Box Content Creator

There is no doubt that Artificial Intelligence (AI) is an incredibly powerful tool for B2C marketers. With very large target audiences and endless supplies of consumer data, Artificial Intelligence is […]

marketing returns
3 Ways to Achieve Greater Marketing “Returns” with Real Purchase Intent

Michael Box Content Creator

What B2B Marketers Can Learn From the Best Returners in Tennis After a couple of careful bounces of the ball and a moment of hushed tension, the tennis serve initiates […]

real intent data
Serving Up an Ace: How Real Intent Gives Sales a Decisive Advantage

Michael Box Content Creator

The US Open is here. While I enjoy the unfolding drama of long rallies, unforced errors, and incredible winners, sometimes I like to see the pure power of the ultimate […]

Martech
How to Build a Winning MarTech Stack — Advice from the Creator of Dilbert

Michael Box Content Creator

So your data platform is doing what it’s supposed to. Your marketing automation is keeping the lights on. But how do you move from a good MarTech stack to a […]

observed intent
How to Make the Grab Like a Goalkeeper—The Predictive Value-Add of Real Behavioral Intent

Michael Box Content Creator

Since most penalty kicks (75%) in soccer are converted, all the pressure is on the kicker to score. And for the best goalkeepers, it’s a moment to gain real competitive […]

b2b branding psychology
Thinking Fast and Slow: The Psychology that Fuels B2B Branding

Michael Box Content Creator

We’re not as rational as we think we are. B2C marketers have long understood this—desire sells, whereas a list of product features doesn’t. And the fact is that despite all […]

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