Since the early days of B2B marketing and sales, marketing VPs have been asking that puzzling but oh-so-important question: “What in the heck does sales want from us anyway?” And the problem is, the sales department sometimes doesn’t know what it wants — or it changes what it asks for on some seemingly random basis. One day it’s, “We need a lot more leads.” Another day it’s, “We need more qualified leads,” or “We need more marketplace awareness.” Some days, they want all three. And there are myriad other requests like sales collateral, website changes, event support, press releases, and targeted campaigns. The list can be endless.Read More›
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Join us for actionable business-to-business insight that will help you get B2B sales and marketing results. You will find many valuable ideas here across a broad spectrum of B2B marketing topics and issues.
When designing a new, or optimizing an existing, sales model, you will be faced with some tough but extremely important decisions. The lifeblood of your business is not only in creating valued products and services, but also the ability to acquire new customers at a low cost relative to the average transaction amount. When you can do this, you get positive attention from the CEO and investors.
The adjacent graphic shows the major B2B sales models and how they relate on two important criteria: the cost per transaction and the amount of personal interaction required. When you include hybrids that combine elements from more than one model, there are dozens of possibilities.Read More›
My team and I are often asked to comment on – or do a more formal evaluation of – a product or business concept prior to launch. This may be part of a new venture concept or a new product line in an established business. In either case, the basic question is: “Will we be successful in the marketplace?” Since we have been involved in about a dozen business startups and a couple of dozen new product launches, we are certainly familiar with the promises and pitfalls of launching new products and ventures.Read More›
There is a lot of industry buzz around the term “sales enablement.” This is terrific because the marketing department should always be concerned about how it can help the sales department achieve its revenue objectives. But truth be told, there is a lot of confusion about just what sales enablement is and how it benefits both sales and the entire organization.Read More›
My team and I write lots of content for our B2B clients. We also keep our own content stream flowing with fresh and relevant content related to B2B marketing and sales. To this end, I started writing a white paper on the Lead-to-Revenue (L2R) strategies we use to help clients meet their revenue objectives. 9,000 words later, the white paper has turned into an eBook, which we expect to have published in early May.Read More›
Two months ago, I wrote an article titled The Economic Value of Your Company Brand. The theme of the post: No matter the size and scope of your company, the brand position you hold with your prospects and customers has monetary value in terms of sales, stock prices and even employee retention. One of the points I made in the article is that you are sometimes better off if you are starting off with a clean branding slate. The downside is that few people know about you – the upside is that you can start with a fresh and differentiated brand position.Read More›
Rather than my usual practice of writing some in-depth content about a specific subject area, thought I would share some quick thoughts on some important subjects related to B2B marketing and sales. Sometimes there’s just too much going on for a single-topic post!
A guy named John Wanamaker, who was a pioneer of advertising in the early part of the 20th century, made the famous observation, “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”Read More›
Let’s face it – there is only one leader in every business category: Apple in smartphones, Wal-Mart in retail, Cargill in food processing, Microsoft in computer software and Wells Fargo in banking. This is equally true in smaller market segments. More often than not, you are not going to be the biggest company in your space and will have to adjust your strategy accordingly.
I’ve spent a lot of my career as a so-called market “underdog.” I actually enjoy being in this position.Read More›
When my sons were in high school, I used to tell them that everything they did during their high school career counted. Not just their grades, but also their participation in sports and extracurricular activities would be seen and evaluated by future employers and especially college admissions people. Their performance in every class could mean the difference between being accepted into the university of choice or a college they had to settle for.
So how does this lesson apply to B2B marketing?Read More›
In honor of Super Bowl week, I thought I would explore just what it takes to be a great B2B marketing coach. Hopefully you won’t have to deal with issues like injuries and deflated footballs. But regardless if you are solely responsible for your B2B marketing efforts, or manage one or more people, you need to accept the responsibility for moving the ball forward. Here are six strategies to help you accomplish this:Read More›