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...
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...
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...
Every champion of a product or service believes in their heart that their target is the CEO. They need to find a way into CEOs’ consciousness. That the illumination of their message will pierce the maelstrom like a lightning bolt and all, from there, will...
Instigation: Applied Biosystems develops and manufactures the range of scientific instrumentation used by DNA researchers. One of their lower-priced devices to read DNA, the 2400, was used primarily in university research labs. Its features and reliability outpace all competitors, yet it was steadily, and inexplicably, losing...
Instigation: While this software giant is dominant on the desktop, its offerings were still considered weaklings in vertical markets like healthcare. These industries have been dominated by established vertical competitors with many years of experience and large, dedicated sales forces. With a small budget and big perceptual...