The power of a strong B2B buyer persona is undeniable. In the past, creating them brought a competitive advantage for companies that used them. Today, it’s more than just a benefit; it’s a necessity. However, if your personas are so generic that you can’t effectively reach your target audiences, you might want to think about basing those personas on a firmer foundation of truth.
COVID-19 threw organizations into a blender, with significant repercussions for the B2B buyer’s journey.
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Concept testing a new idea with your target market could ultimately save your business from the kiss of death. While startups and small businesses are at a much greater risk for collapse if a product fails, enterprises risk seriously damaging their reputations and losing substantial sales.
Concept testing your solution can help you make better decisions about designing, developing, and investing in your new idea for the best possible success.
“If you build it, they will come” is a great saying, but it’s not the wisest strategy for B2B tech. The only way you’ll have a successful product/service launch is if the market finds value in the concept and trusts your solution more than rival options. B2B Concept Testing lets you know whether or not this is the case.
Here are five indications you should invest in B2B Concept Testing before you finalize your launch strategy.
Proposal writing is somewhat counter-intuitive. Many sellers seek to impress with doctorate thesis style proposals. But, the truth is, the best proposals are shorter rather than longer. Smart B2B sales enablement strategies and tactics focus on the customer instead of the firm. Proposals also need to answer buyers’ unasked questions.
Unfortunately, the vast bulk of proposals I’ve seen over my life fail to meet any of these criteria. Here are some of the frequent errors I’ve seen with B2B tech sector sales enablement strategies and tactics and how to correct them.
A new study on coronavirus business disruption shows that while every industry has been gravely impacted, some, like tech, are faring better than others.
Cascade Insights’ survey reveals how the crisis is affecting business operations across company sizes, sectors, and job roles. (Hint: no business type, size, or function is immune.)
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Despite frequent public commitments to diversity, the tech industry isn’t kind to those over age 35.
There have been attempts to justify the stark gender disparity in tech. But none of them are valid.
How can sellers use cold email to engage rather than irritate?
Facts and statistics make for a boring presentation. If you want to earn thunderous applause with your next conference talk, make sure your speech actually says something. Spellbind with a story.
Search for B2B Revealed on your favorite podcast player (iTunes, SoundCloud, Stitcher, and more) to subscribe.
In this episode, Cascade Insights CEO Sean Campbell interviews renowned speaker Troy Hazard on giving a conference talk. Hazard is a seasoned keynote speaker, entrepreneur, author, TV presenter, and business consultant with more than 25 years of experience.
Hazard points out that an emotional arc means more to the audience than a random list of data points. “People relate to stories. That’s why we like the movies. We like to see the hero win and the villain get crushed, and all that sort of stuff. It’s the same on stage,” he said. “They’re going to immerse themselves in the journey, and there’s a far better learning opportunity when you do it that way.” Give your audience a reason to care about your data by putting it in context and explaining why it matters.
Campbell pointed out that some individuals are natural storytellers, others are not. What if a non-storyteller finds themselves giving a presentation? Can they learn to build a compelling narrative?
Short answer: yes. Anyone can turn experience into a story. What happened? What did you learn from it? How did you change afterward? How did that affect outcomes? Hazard encouraged potential speakers to answer the question: “What was the action you took after you experienced the events in this story?” That’s what audiences want to know and learn from.
Another key tip: don’t spend 5 of your 60 minutes walking through your bio. Instead, take the opportunity to grab your audience’s attention as quickly as possible. “I learned a lesson from a fellow speaker years ago that the best way to start that presentation is to walk out and start it. I’ll walk out onto the stage and say, ‘Let me take you back to 1996. I’m getting off a plane from Tokyo, and I get a call from the office, and the first thing is that they tell me is we just lost $375,000.'” In other words, get right to the point and start the story off right away.
To give a speech worth listening to, you gotta tell a good story. Turn your presentation into a hero’s journey of lessons learned from experience.
Want to spruce up your presentation skills? Listen to the full episode for more speaking tips and see our collection of business communication best practices.
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