If you’re in the business of selling products and services to other businesses, you’ve likely considered adding video to your marketing mix if you’re not using it already. And if you’re still on the fence, new research says video is quickly going from a nice-to-have to a must-have. It’s the most widely consumed content type on the internet today and that’s reflected in the B2B world, too. Read More
This blog post was originally written last year, because we know how critical a cooperative relationship between your sales and marketing teams is to your business.
We were delighted when LinkedIn’s new ebook, “The Power Couple,” dropped this fall revealing that more firms see the need for collaboration, but many still struggle with how to get there.
We thought it might help to revisit our blog post for some ideas.
Critical as it is, it’s also a major project and it needs to be done right. Thinking about these 6 things before you jump in will help ensure your project goes smoothly.
Launching a new product can be as daunting as scaling the jagged cliffs of Scotland’s Dunnet Head. Today’s new-product failure rate is between 40% and 80%. Why? It could be bad timing, poor marketing support, or simply inferior product performance. But there’s another factor that often gets overlooked – having a sales force that’s not crystal-clear on its goals as it hits the road. Read More
Developing a new value proposition? Don’t fall into the trap of gathering only internal input. Sure, your executives and sales pros can provide legit insights about your brand and the value it delivers in the marketplace. But focusing only on a shortcut “selfie” value prop could lead to – as the kids say – an epic fail. You need to turn outward to get a bigger perspective – including gathering feedback from customers and doing a thorough competitive review. Why? Three reasons.
So, your company is coming up on a milestone anniversary: whether it’s 10, 25 or 50 years, it’s a significant accomplishment. As a marketer, you want everyone to know about it, right? Here’s the reality: Outside of your employees, nobody cares.
Seems obvious, doesn’t it? We all know a few great sales people who can go beyond just schlepping a product—people who work hard to understand customers’ pains and problems, and can align product and service solutions to address them. Of course, our challenge as sales and marketing leaders is that only about 20% of sales people have been in the industry long enough and intuitively get how to demonstrate subject matter expertise.
Imagine what could happen if your other 80% could solve customer problems like your top performers do. How would that change the game? How would it affect your ability to achieve results? Read More
So how do you know when it’s time to breathe new life into your brand? Here are 4 situations when a rebranding strategy might be in your best interest.
B2B marketers must come to grips with one reality of our unique space: adequate, let alone comprehensive, market research often doesn’t exist. Why? Small, nuanced markets and indirect sales channels are the nature of the B2B world. Nevertheless, marketers still need information to help them make the tough, timely decisions that produce positive results. But how? Read More