How do you communicate a benefit-rich idea and have the other party listen to you, think about it, and take the recommended action? What if that idea would help the other party reach their goals? What if you are marketing and they are sales? Winston Churchill...
A recent assignment, interviewing senior executives worldwide about their purchase process reinforced our view that some or all of what you think you know about your prospects is yesterday’s news. Absolutely everything is changing at a crazy pace. Basic needs are being redefined Channels of...
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...
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...
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...
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...
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...
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...
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...
Often it seems as if sales and marketing work for different companies, and often, they wish they did. However grim this may seem, truly effective b2b prospecting can’t be achieved without cooperation. Our experience is that sales usually follows-up only to 30% to 34% of marketing...