Sean Campbell Archives

March 29, 2024

Case Study – When Your Product-Services Mix Changes: It’s Time For New Messaging

Expanding your product and service portfolio to include professional services can be a daunting task. Here's how to ensure that your messaging framework resonates with your key personas.

October 31, 2022

4 Ways B2B Buyer Persona Research Supports the Sales Process

Just as actors rely on their script to perform well in a movie, sales people rely on B2B buyer persona knowledge to understand buyers throughout the sales process.

October 17, 2022

B2B Messaging Frameworks: Grounded by Research, Activated by Marketing

The best messaging frameworks come from research and marketing teams working together. Here’s how to make it happen.

May 17, 2022

4 Types of Bad News B2B Brand Research Delivers

Brand research can sometimes reveal bad news to good marketers. Here’s how to take the negative news and use it to improve your company’s brand.

April 29, 2022

B2B Buyer Persona Research: Truth Over Templates

Are you wasting your time with buyer persona templates? These case studies show how customized B2B buyer persona research can make a difference.

March 8, 2022

B2B Buyer’s Journey: Buyers and Marketers in the Blender

Are you in a new role? Has your marketing budget been slashed? You’re not alone. The B2B Buyer’s Journey has changed, and you need research to stay ahead.

February 22, 2022

B2B Customer Experience Research: Turn Grimaces Into Grins

Learn how to turn your customers’ grimaces into grins by including qualitative research in your approach to customer satisfaction.

June 29, 2021

How to Build a Trustworthy B2B Partner Program

Are you sowing trust with current and prospective partners? Foster productive partnerships that last with an effective B2B partner enablement program.

May 12, 2021

How Does a Person Fall in Love…with Your Product?

Is it love or is it hate? If you’re uncertain how users feel about your product, you should commission user persona research to find out.

April 29, 2021

Is Your Buyer Persona Research Written So You Can Actually Use It?

To be able to unlock the powerful benefits of buyer persona research, you first need to ensure it’s written in a way that your company can actually use.

April 8, 2021

5 Risks of Conducting Your Own B2B Buyer Persona Research

These are the five greatest risks marketers can make while attempting to conduct buyer persona research on their own.

March 19, 2021

Mistakes B2B Marketers Make Without Buyer Personas

Buyer persona research is crucial to creating effective messaging and marketing that targets the right people. Without this crucial foundational piece, it’s impossible to set your marketing off in the right direction. Here are just a few examples of where B2B marketers can go wrong without it.

December 9, 2020

More Software Won’t Fix Your Data-Driven Marketing Strategy

Don’t forget the “strategy” part of data-driven marketing strategy. If you don’t understand your buyers’ motivations, more software won’t help you win them over.

November 25, 2020

B2B Sales Enablement Strategy: Shorter Proposals Win

B2B Sales Enablement Strategy: the goal of every B2B seller should be shorter, more concise, and well- thought out proposals.

November 2, 2020

5 Clues It’s Time for B2B Churn Analysis

If you haven't changed anything but there's a spike in churn or if your sellers are struggling to sell, it's time for B2B Churn Analysis.

September 30, 2020

B2B Sales Strategy: Plan Before the Rain

Don’t get complacent. B2B sellers and their leaders need to plan ahead and develop a B2B sales strategy for when times are rough.

June 26, 2020

Rebranding A Company: Dos & Don’ts

Dear B2B tech sector, there is a lot to consider before rebranding a company. Here’s what to keep in mind in order to avoid costly mistakes.

November 12, 2019

Freelancers: Avoid the Boomerang

Thinking of going freelance? Brianna Caza breaks down the risks and rewards, including equal pay for women, losing office infrastructure, and even isolation.

November 12, 2019

Writing Well

B2B content writing is terrible. Josh Bernoff tells us how to write better, reduce meaningless content, and replace jargon with substance.

October 11, 2019

B2B Messaging: It’s Harder than B2C

B2B messaging is rewarding to create, challenging to make, and requires expertise to effectively test. Great customer insights can help you get started in the right way.

September 26, 2019

The Long Game: Selling New Products

Professor Thomas Steenburgh shares new product sales research, including the importance of face-to-face, addressing organizational product fit, and more.

September 18, 2019

The Answer is Still No

Having a key account take up more than 20 percent of your P/L is business suicide. Key account management means being tough. Just say no.

August 29, 2019

Rising to Leadership

Executive leadership coach Ron Carucci joins the show to share how executives can do better on strategy, resource allocation, and using their power.

August 27, 2019

Thumb-Stopper Creative

Leverage Facebook’s ad campaign feedback for great B2B marketing on Instagram and Facebook. Featuring Peter Reitano, B2B creative expert and CEO of Abacus.

August 13, 2019

Take Care of Your Data

How to fight B2B data degradation. Tips from Ruth Stevens, co-author of "B2B Data-Driven Marketing: Sources, Uses, and Results."

August 6, 2018

A B2B Primer: VR

Whatever acronym you choose — VR, AR, MR, XR, or something else — reality is getting an upgrade. Here's what B2B companies lest they're left behind.

August 1, 2018

Teams: Better With Time

Guest Maia Josebachvili, VP of Marketing and Strategy at Greenhouse, has gone beyond that conventional wisdom and helped to create the Employee Lifetime Value Framework.

July 25, 2018

Data’s Cold Embrace

David Fisher, author of Hyper-Connected Selling, knows that technology-enabled sales is great, but it’s never going to satisfy the need for human connection.

July 12, 2018

B2B’s Amazon Moment

Chloë Thomas, author of “B2B eCommerce MasterPlan” joins us to talk about B2B eCommerce. Yes, B2B companies need to go online. No, they shouldn’t be taking their cues from the Amazon consumer experience.

June 26, 2018

Creative Teams Need a Reliable Protector

Creative teams need a reliable protector if they're going to be effective contributors. Make sure you have your team's back.

June 20, 2018

Marketing Madness: Chasing Viral Dreams

Your video doesn’t need to go viral to be a success. Despite that, too many marketers chase views at the expense of reaching the right viewers.

June 6, 2018

Ready to Book It? Probably Not

In the latest episode of B2B Revealed, Sean Campbell interviewed Caleb Breakey, CEO of Speak It To Book. They discussed the best way to transform your business views into a story worthy of publication. Here's a hint: a fancy title is not the same as recognized thought leadership.

May 30, 2018

Hire Better: Know Your Team’s Core Values

Do you have the wrong people in the wrong roles? To help figure this out, we turned to Dan Cox, the CEO of EXOS Advisors. A long-time executive coach and expert in talent management, Cox shared his experiences using the Core Values Index (CVI) to help companies optimize their workforces.

Don't Fear The Churn: Inside Sales Management

May 3, 2018