A solid B2B marketing strategy requires differentiators that actually stand out. This seems obvious. But, unfortunately, in B2B tech, great differentiators are hard to come by.
The industry standard for B2B buyer personas is wanting. I frequently see buyer personas built by other vendors that read more like a dating profile than an exceptional piece of analysis and insight.
In these poorly amalgamated personas, significant time is spent on demographic details and personality traits of a buyer when other topics are far more critical.
To develop a solid B2B messaging framework, you need to make some tough decisions. You also need to disappoint some people while delighting others. Sadly, too few companies do this. In all cases, this inability to commit leads to poor messaging and poor marketing.
Yes, yes, I see that your solution will enhance my ROI and accelerate something or other while also optimizing and transforming my business. But, um, what does it do? If your B2B content strategy doesn’t include the prohibition of buzzwords, you may want to rethink your messaging. Read more
Are you thinking of diving into B2B freelance work? Read on, because there’s a very good chance that within 12 months you’ll be right back in your corporate job. This episode is a care package for anyone jumping into the gig economy.
You should write better. If you do B2B content writing, especially in the tech industry, you should really write better.
Too often, B2B sales leaders focus on revenue goals when they should target sales tactics instead. So say Jason Jordan and Michelle Vazzana, the authors of the book “Cracking the Sales Management Code.”
Jordan and Vazzana make a compelling argument for sales leaders to concentrate on what is within their control rather than just aiming for a number.
Business to Business (B2B) messaging is more intellectually stimulating and harder to create than Business to Consumer (B2C) messaging. B2B messaging is harder to test as well, which is why the use of solid research methods is critical.
These challenges exist for one simple reason: B2B sales are more complex. Consequently, this complexity leaves B2B marketers with a heavy burden, one that can only be lightened with solid customer insights.
Does your sales team approach new product sales the same way they approach existing product lines?
According to Darden School of Business Professor Thomas Steenburgh, new product sales look very different from selling existing products. Selling new products can require more face-to-face time with customers than when selling established products. Management also has to be patient with the fact that new sales just take longer to go through. However, getting new product sales right can generate huge returns in the long run.
According to Ron Carucci, executive leadership coach and co-founder of Navalent, many executives experience “altitude sickness” upon arrival into their roles for the first time. As a result, 50-60 percent of executives fail within the first 18 months of being promoted or hired.
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B2B Market Research
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