The core reason b2b prospecting underperform. Why prospect personas represent opportunity?
In the past few years "buyer personas" have become a standard marketing tool or concept. Unfortunately for many, they have become another "box to check" on the ever-growing list of things marketers must do... often without much to show for the effort. So... are personas a real asset to marketers or just another faux marketing fad?
Strategic Readiness is the Key to Creating a B2B Marketing Advantage
In the past few years "buyer personas" have become a standard marketing tool or concept. Unfortunately for many, they have become another "box to check" on the ever-growing list of things marketers must do... often without much to show for the effort. So... are personas a real asset to marketers or just another faux marketing fad?
Do You Have a Marketing Strategy or Just Marketing Automation
In the past few years "buyer personas" have become a standard marketing tool or concept. Unfortunately for many, they have become another "box to check" on the ever-growing list of things marketers must do... often without much to show for the effort. So... are personas a real asset to marketers or just another faux marketing fad?
Why marketing automation systems underperform and what to do about it.
In the past few years "buyer personas" have become a standard marketing tool or concept. Unfortunately for many, they have become another "box to check" on the ever-growing list of things marketers must do... often without much to show for the effort. So... are personas a real asset to marketers or just another faux marketing fad?
4 Tools to Create Consensus that Wins More ABM Sales
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 to killing more deals. Fighting the status quo means that, more than anyone else, you are competing against your own prospect even while you are trying to win them over!
7 Best Practices to Boost Your B2B Prospecting
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 being redefined Channels of marketing delivery are changing Roles and responsibilities to the decision making process are in flux.
A Smart 4-Step Formula to Identify B2B Prospect Opportunities
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 early identification of B2B prospect opportunities and allow us to gauge our marketing investment in a prospect per potential return. The formula is based on the concept of “propensity to buy” or the likelihood that a given prospect will purchase. Understanding and measuring this concept enables us to focus on real opportunities.
Creative Questions Energize a Quiet Commodity Industry
Instigation: This long-established supplier of office products to small businesses had just been acquired. The newly merged company was anxious to explore options to increase growth within the current customer base, particularly in its top vertical segments, but years of prior attempts by Deluxe to increase volume through new products and services or new marketing methods had borne no results. The client was looking to us to tap undiscovered or overlooked opportunities, but their small business clients (wearing many hats) spent very little time thinking about this low-involvement category.
The Power of Product, Process, and … People
Instigation: Once a dominant manufacturer of those ubiquitous hospital IV pumps, Baxter was steadily losing market share to competitors with more advanced products. To reverse their fortunes, they developed a competitive new line but, being late with the new technology, they knew they had to get the marketing exactly right or their opportunity to reestablish leadership would be lost. In addition, the marketing team needed compelling prospect insights to help align other internal groups around a cohesive go-to-market plan.
Tradeshift
Instigation: Tradeshift is a B2B start-up offering a free invoicing platform and a growing web-based business network. Like many start-ups, its vision was grander than its reality. It quickly found itself in a sea of small companies offering commoditized e-invoicing services. Frustrating to employee and founder alike was the challenge of navigating between here and where they want to be. Their marketing had become muddled. As the new CMO John Eng observed, “Our vision was so big it was hard to communicate. Our messaging had to speak to a range of small to large companies. The challenge was that we’d never really codified a company-wide story or the messaging that conveyed that story.”