Guest Contributions by B2B ExpertsThis 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.
I’m occasionally asked by clients or business colleagues: “What actions can I take that will have the biggest effect on my top line (revenue) or bottom line (profit)?” This is a great question and cannot be oversimplified. After all, no two companies are alike, and each set of solutions has different competition, sales ecosystems, etc. […]
A few months ago, I ran into an executive who was working on a content management project. He described the business objectives for the project, and told me he was in the latter stages of the selection process for a solution provider. I asked him which solution providers he was considering and he rattled off […]
As a follow on to Seven Steps to Composing a Compelling Business Mpact Statement, Business Mpact Selling is a philosophy and approach to sales that will provide clients with solutions which truly improve the clients business outcomes, differentiates the unique characteristics of your offering, increase close rates, and provides increased sales margins. Working with thousands of […]
Sales Fungus takes many forms. It reveals itself as a brain disease often fatal to the rep’s career if not cured early enough. The effects of an SF Infection are the following: Sales Fungus infections create what is known as the “delaying syndrome:” Reps delay lead follow-up, delay submitting follow-up information the prospect requests, and […]
So, it’s a quiet Friday in the office. You’re looking out the window, dreaming of your Saturday morning coffee with a book and a steaming hot latte. All is well with the world when suddenly your boss bursts into your office with that look on her face. “Well, good news!” This sounds promising. “It looks […]
Many organizations believe that social listening is a good substitute for traditional market and customer research. Certainly, social listening has its merits and can provide powerful and relevant insights when combined with traditional research. But it is an adjunct to, not a replacement for, traditional market research Social listening provides an excellent way to monitor […]
There’s a lot of talk in the B2B world about what we can learn from consumer marketers. We need to treat business buyers as individuals, with their own personas, analyze their digital buyer journeys, and use social media to communicate with them. And how to speak to buyers like humans, with messages that both inform […]
The CEO of a large international corporation was asked, “How do you select your professional advisors: lawyers, bankers, auditors etc? Is it their track record, industry expertise, technical know-how, product innovation?” The response was telling. “I take all that as a given. In a world where products and analyses are commoditised, I look for […]
Your boss doesn’t like how the website looks. Colleagues continually point out your competitors’ digital presence is on the bleeding edge (whatever that means). And the CEO won’t stop demanding a new site that “does SEO” and “is social.” So you begin gathering site requirements, scheduling calls with web agencies, and tinkering with your budget. […]
Are you responsible for measuring the progress in improving customer experience? If yes, I’m sure you needed to come up with a rationale on which metrics to choose for this: Is it an all ubiquitous Net Promoter Score (NPS), the traditional customer satisfaction CSAT, or a more recent invention Customer Effort Score (CES)? Is one enough […]