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The B2B business world is no longer a black and white world, that’s for sure, and while there’s no one right choice, having multiple good options makes it even more difficult to choose the right one for you.
Which markets do you go after? Where do you allocate your budget? How do you prioritize w…
Continue reading "The Five Biggest Challenges Facing B2B Marketers in 2013"Selling has never been easy, and in a digital era where you don’t even have a chance to meet the customers face to face, selling can turn into a tough war. How can you and your sales team overpower your competitors and fight over valuable customers?
Below are three weapons you must have before …
Continue reading "Three Weapons to Help You Win Sales From Your Competitors"In Daniel Pink’s new book, To Sell is Human, Pink talks about information asymmetry in the sales process. He points out that the reason people have historically distrusted salespeople is because salespeople had all the information and the buyer had none. That explains the popularity of the term…
Continue reading "Marketers, Give Your Salespeople the Info They Need to Succeed"A systemic lack of empathy increases the odds of business failure.
I don’t intend that as a maxim of corporate responsibility—although it surely applies in that vein. No, an empathetic approach toward viewing customers when developing products, marketing, and communications is essential to cl…
Continue reading "Why Marketers Need to Develop Their Sense of Empathy"You’ve worked hard to prepare your presentation slides, and you believe you know how to capture the attention of the people seated before you. However, once your slides go up, you notice snickers here and there in the audience. Why are they snickering? What mistakes in your presentation slides…
Continue reading "Three Reasons People Hate Your Presentation Slides"First published in 1841, Extraordinary Popular Delusions and the Madness of Crowds is a history of folly by Scottish journalist Charles Mackay. The book chronicles what Mackay called “National Delusions,” “Peculiar Follies,” and “Philosophical Delusions.” Despite its rather sensational style, the…
Continue reading "The Folly of Inbound Marketing"Remember Apple’s “Think Different” ad campaign? It ran from 1997 to 2002. Now, that kind of run may happen often on Broadway but not in the ad world. However, we still easily remember the 10-year-old campaign. That certainly attests to its sticking power!
So, why were the Apple ads so succe…
Continue reading "The Science Behind Why Every Buy Is an Emotional Buy"We’re all familiar with the concept of the sales funnel, the metaphorical structure that represents the research, nurturing-receptive and purchasing stages of a consumer’s buying journey. Those phases are all organized neatly into top, middle, and bottom layers—no more, no less—by marketing…
Continue reading "Are You Helping Your Customers After They Buy From You?"
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