Your Top Competitor is not Your Competitor Consider this: fully 60% of B2B opportunities every year are lost, not to another provider, but to "no decision" or the status quo, according to a recent enterprise sales study. There is no competitor out there that can come close...
Marketing, as life, often gives you the test and then the lesson. Account Based Marketing (ABM) is a lousy place to go this route. The stakes are higher. This is marketing to win an important account, a big investment with a substantial payoff. It’s marketing under...
Company websites are central to a brand’s online presence, even with the profusion of other digital touch points on social media and elsewhere. Even if it’s not where you first contact a prospect, it is where most B2B and many B2C prospective buyers end up...
It is inevitable, and absolutely certain, that our customers are changing. We all are in a maelstrom of information, technology developments, demographic shifts, economic volatility, and geo-political uncertainty to name a few. We change every second of every day. It’s a fair guess that customers...
As you start this year, you have a surprising asset to make this a great year: your greatest weakness. That’s right. Your biggest pain could be your biggest gain. This is no pep talk. This is no self-help psycho-babble. This is an objective, historical observation. I’ve...
We've recently completed interviewing CEOs worldwide about their company's purchasing process, and their individual contribution. It has reinforced our view that some or all of what companies think they know about their prospects is yesterday's news. The pace of change is astounding: Basic needs are...
In marketing circles these days, it has become “fashionable” to include buyer or prospect “personas” as part of your marketing toolkit. And for good reason-these life-like descriptions of your prospects as individual people can help you hone sharper content marketing messages, deliver them more...
During a research interview on behalf of a highly innovative tech manufacturer, I asked a customer, what this company’s greatest strength is. The answer-my sales rep. B2B Prospecting Is Personal It’s a tenet of my marketing belief system and a strong competitive...
The Heart of Marketing's newest podcast, How to Gather Voice of Customer Insights That Transform Your Business, features an interview with B2P's Scott Hornstein on how voice of customer insights put the “person” in persona. Per John Olson, host of The Heart of Marketing, What’s the difference...
Not all B2B prospects are created equal. Some are ready to buy now, some later, some not at all—yet marketing tends to invest the same in each one, which is inefficient at best. I’d like to suggest a simple four-step formula that will bring an...