No doubt we all remember this slogan. Used by Verizon to highlight the importance of having reliable coverage on your cell phone, it’s now being used as part of a direct response to Verizon by Sprint. The issue at hand is still one focused on our ever-increasing need to be connected.
Guest Contributions by B2B Experts
This blog consists of the very best articles and blog posts we’ve curated from B2B experts across the web. These posts cover a wide variety of B2B business topics, however, we will ensure the focus remains on how great marketing B2B processes and programs lead to revenue growth – and insight on actions you can take to realize those improvements.
Many fine sales authors will tell you that an essential ingredient in selling—perhaps the essential ingredient—is effort. Gumption, grit, hustle, sweat—whatever the word, the image it conveys is that success in selling is tough. No pain, no gain.
I have been writing for decades, including sales strategies, proposals for products, web content, multi-million-dollar, global PR budgets, and a few books along the way. And as a long- time marketing and sales writer and communicator, I work as a marketing consultant to help my clients achieve their business and personal objectives.
Regardless of your company’s size and industry, today’s business environment requires all of us to be fast on our feet. As business leaders, you must be able to react quickly and decisively to rapidly changing customer demands and competitive conditions. The more agile a company is, the faster it can respond to market dynamics and develop new products and processes, recognize new opportunities, and redeploy resources accordingly.
I love working for Fusion Marketing Partners as a consultant. Their combined expertise in marketing is amazing. I especially enjoy when they run research about their clients because I can use a lot of the insights they gain in growing my own business.
What C-Suite Executives Want
Let’s face it, reporting mediocre marketing results to a C-suite executive board is as fun as a root canal. Almost every Vice President of Marketing enters quarterly and annual reviews with a sense of unease. This discomfort lies in the limited ability to provide the kind of metrics most C-suite executives want to see the bottom line of sales revenue against the marketing spend.
In 1904, King Gillette, the founder of Gillette Razors, not only invented, through patents, the razor, the blade and the combination of the two but King Gillette invented a new business model. The business model, known today as the razor-blade model, has been taught in business schools and implemented in almost every industry worldwide. In this particular model, companies sell a one-time product at a substantial discount that is complemented by another higher margin product that requires repetitive purchases – DVR, DVD, Keurig, razors, etc. Thus, King Gillette built a business model that has acquired customers for over 100 years.
What makes “good writing?” Is it sophisticated language? Is it exploring intelligent topics? And what about engagement? And how does telling stories relate to good marketing content?
Channel sales has so much promise for enterprise software and SaaS companies. The leverage you can get from a performing channel can be remarkable. A direct sales rep in a B2B SaaS business may be able to bring in $2.5M to $3M in revenue. A channel sales rep, making the same compensation, can bring in $5M to $7M in sales through partners.