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
Brand matters to the success of every B2B organization. A strong brand has the power to help you win in a competitive marketplace. It’s more than a logo or tagline. It’s a strategic business asset—a reason your customers look beyond price to choose you over your competitors. Strong brands can drive billions in market capitalization.
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
It happens to writers, musicians and artists. And, yes, it happens to marketers, too.
We call it marketer’s block. It’s that moment when you find yourself and your brand at a standstill, constantly questioning what’s next and lacking the insight to set your course.
The problem is that stagnancy and success don’t mix. To move the needle, you need to make moves.
But what do you do when you don’t know what to do? Read More
We know. “Steal” is such an ugly word. But if you have big goals for 2016, and lack the marketing budget to make it all happen yourself, you have to do something to get things done.
Think about it. Marketing touches every part of your organization, so why not (okay, let’s say) “borrow” funds from other departments? Here are some tips on where to find extra dollars, and how to convince other areas that “sharing” budgets can help achieve mutual goals.
A competitive analysis is a critical step in brand-building in the B2B space. However, B2B market research often doesn’t exist and performing a deep review is time-intensive. It’s easy to veer into the weeds and lose track of your ultimate goal. That is, unless, you follow these five steps to a comprehensive competitive review. Read More