Avitage

FEBRUARY 24, 2016

” The answer to this question has significant, if usually unconsidered, implications for tactic selection and business results. They have a good understanding of the problem and it’s impact or cost on the business (reason to change). They know they have a problem.

Trigger Marketing 120

Trigger Marketing B2B Sales Marketing Prospects High Quality Lead 120

Avitage

JANUARY 28, 2016

The rhetoric of “data driven decisions” has become a business imperative and key B2B competency. Framework to Identify Your Cost of Content In our content work over many years we’ve learned to look for content expenditures in three categories: Sanctioned and Known spend are supported by a line item in the financials.

Cost 120

Cost Organization B to B B2B 120

Avitage

MARCH 11, 2014

In the business world, Michael Porter of Harvard Business School is a preeminent authority of business strategy. He points out “most businesses don’t have a strategy for their organization.” But they work in very different ways. See Robert Rose in Content Marketing Institute.) And why don’t they?

Marketing & Strategy 120

Marketing & Strategy Enterprise Management Differentiation Work Management 120

Avitage

APRIL 18, 2017

To work, words must convey common meaning. Having managed a business that created content for B2B sales, marketing and training organizations for 20 years, we regularly dealt with requests expressed this way. I’m done talking about “content.” ” The word is too conceptual to have any useful meaning.

Design 120

Design Content Verticals B2B Sales 120

Avitage

JULY 17, 2015

Given the role of the sales organization to deliver primary business outcomes — new customer acquisition and profitable revenue growth — if your sales content sucks (technical term in the content business) why would you think your marketing content is any better? “So what, isn’t this semantics,” you ask?

Content 120

Content Webinar Metrics Acquisitions B2B Sales 120

Avitage

MARCH 19, 2015

The second video illustrates how this works using a new, continuous publishing, or “content supply chain process.” Strategic — Principles The conventional approach to content delegates content responsibility to each business function. Traditional content is primarily a way to deliver vendor messages.

Content 120

Content Vendors Custom Publishing ROI 120

Avitage

FEBRUARY 14, 2014

Post Header Summary: Content marketing advice outside the context of understanding your business, goals, strategies and plans can be misleading, even dangerous. 1) Business Goals, Strategies, Plans I know, you’re reading a lot about this. More importantly, you do too!

Content Marketing 120

Content Marketing Planning Content Work Management 120

Avitage

MARCH 7, 2012

Marketing professionals who are trying to understand the principle behind content marketing can take a lesson from Clayton Christensen of the Harvard Business School and his “jobs-to-be-done” marketing ideas. This core Christensen idea is presented in a recent HBS Working Knowledge article, Milkshake Marketing.

Merchandising 120

Merchandising Content Comparison Demographics 120

Avitage

JANUARY 11, 2016

” “Selling is the way that you help customers to buy products and services from your business.” With this sales mindset, you’re going to work every day with an inherently conflict oriented mindset. .” “Finding people who need my product and convincing them we have the best.”

B2B Sales 120

B2B Sales Acquisitions Buy B2B 120

Avitage

JUNE 3, 2015

First, because in most B2B business models, sales people must still generate 60-90% of leads. SiriusDecisions Perspective The significance of this issue is under-scored by SiriusDecisions’ clarification of their assertion that 67% of the B2B buyer journey is conducted digitally.

Lead Ranking 120

Lead Ranking Content Lead Scoring Sales Qualified Leads 120

Avitage

JANUARY 11, 2015

Message Diagnostic “I wanted to have the opportunity …“ As a result of years of work with a fascinating breakthrough business coaching firm Gap International, I’ve learned that language betrays true intention. Now let’s compare. Now I instinctively recoil when people begin their sentences with “I want.”

Lead Nurturing 120

Lead Nurturing Paid Search Agency Impressions Marketing Prospects 120

Avitage

MARCH 7, 2012

With the work I do with PrivateSalesCoach, and after reading Checklist Manifesto, we are applying checklists more rigorously throughout our business. Background tips are those that don’t need to be worked out for every call. I’m a big believer in checklists. They tend to be related to account strategies and plans.

Vendors 120

Vendors Custom Publishing Tips Efficiency 120

Avitage

OCTOBER 28, 2013

Trying to get this done by applying a disciplined effort just isn’t working. Common Problem It occurs to me that my problem is similar to the challenges many business bloggers face. These are not simple observations that are easy to blog. I invite you to share your ideas and suggestions with me.

Verticals 120

Verticals Work Management Blogger Trigger Marketing 120

Avitage

OCTOBER 28, 2013

Trying to get this done by applying a disciplined effort just isn’t working. Common Problem It occurs to me that my problem is similar to the challenges many business bloggers face. These are not simple observations that are easy to blog. I invite you to share your ideas and suggestions with me.

Verticals 120

Verticals Work Management Blogger Trigger Marketing 120

Avitage

AUGUST 6, 2012

Most business people barely communicate effectively in live conversations. As I was working on this I received the video below in my email. Television news professionals, arguably some of the best on camera talent that exists, long ago learned the importance of “b-roll” because of the difficulty of on camera delivery.

Video Marketing 120

Video Marketing Television marketing Advertising Mediums Effectiveness 120

Avitage

JULY 6, 2012

They look to subject matter experts, some of the most knowledgeable and busy people in the company, to provide stories or knowledge. Unfortunately, this also doesn’t always work well. As their salary line goes up they may find that it is still difficult to keep up with content needs. Skilled story tellers still need a story.

Education 120

Education Demand Resources Optimization 120