Great B2B Marketing

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Lower the Cost and Boost the Productivity of B2B Sales

Great B2B Marketing

47% of companies say it takes 10 or more months for new sales people to become fully productive (67% are 7 or more months)(CSO Insights). Just when a new rep is starting to become productive, they (and their sales manager) are in the waning days of their tenure with a particular company. Last month, David Brock, president of Partners in Excellence, published an excellent article titled A Frightening Look At the Cost Of a Sales Person.

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B2B Marketing: Know the Trends, Pick the Right Strategy

Great B2B Marketing

In fact we work closely with the management teams of numerous B2B product and services companies to build and help execute a marketing strategy that fits their industry and their sales model. What key tactics best fit our Marketing Strategy?

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B2B Sales and Marketing Trends for 2015

Great B2B Marketing

For instance, they may do their own competitive product research, read reviews and appear much deeper in the funnel, ready for a quote. At the beginning of each year, my team and I publish a report on significant trends in B2B sales and marketing.

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Seven Simple Ways to Differentiate Your Company and Products

Great B2B Marketing

My clients probably get tired of hearing me talk about the virtues of differentiation. But it’s usually better to remove […]. B2B Brand

B2B Marketing Trends for 2016

Manage the customer experience: great content alone won't save a lousy product or cumbersome experience. Don’t just talk about your product or service. time for B2B marketers to let go of their obsession with perfect production. B2B Marketing.

The Economic Value of Your Company Brand

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It can be a sales and profit accelerator by helping you sell more products and services at a greater profit margin. I was a guest speaker for The Center for Business Modeling at a video/podcast on a subject near and dear to my heart: the economic value of a brand.

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How to Beat Larger Competitors at B2B Marketing and Sales

Great B2B Marketing

Big companies are often driven by factors that are counter-productive to results (e.g. Let’s face it – there is only one leader in every business category: Apple in smartphones, Wal-Mart in retail, Cargill in food processing, Microsoft in computer software and Wells Fargo in banking.

Use Digital Content to Shorten the B2B Sales Cycle

Great B2B Marketing

Here are a few ideas: Product Brochures and Data Sheets. Prospects will want to review your product or services literature before making the purchase decision. Either way, it behooves you to have well-organized and complete product and services information.

Get on Board the Mobile Marketing Revolution

Great B2B Marketing

QR codes are two-dimensional barcodes that allow prospects who scan them to access a web page that contains information like product data, offers, video or audio clips, coupons, and connections to social media platforms. International Data Corp.’s

B2B Marketing Trends for 2016

Manage the customer experience: great content alone won't save a lousy product or cumbersome experience. Don’t just talk about your product or service. time for B2B marketers to let go of their obsession with perfect production. B2B Marketing.

How to be a Great B2B Marketing Coach

Great B2B Marketing

As the leader of your team’s marketing efforts, you need to set the tone for how everyone communicates their feelings about your products or services. In honor of Super Bowl week, I thought I would explore just what it takes to be a great B2B marketing coach.

Big Bang Marketing is Out – Agile is In

Great B2B Marketing

But to me, the most important points he made were about how the agile product development methodologies can be applied to the world of marketing. multi-million dollar Super Bowl commercials), huge direct marketing promotions, or a total pivot of a company to promote one particular product or service. I got the idea for a blog post from an uberflip.com interview with Jeremy Burton, chief marketing officer of EMC.

How to Find Elusive B2B Buyers

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10 messages pitching services and products that are not relevant to my business. You may think that your product or service is so compelling that you are doing your prospects a favor by sharing it with them despite their lack of receptivity. Okay, it’s time for a little honesty. How many of your potential buyers want to hear from you on an unsolicited basis? How many are glad that you called when they weren’t expecting to hear from you?

Important Lessons for Working with Channel Partners

Great B2B Marketing

However, there are some tough lessons I have learned over many channel relationships, some painful, some amusing, and some highly productive. There are many steps necessary to get new partners productive, and if you don’t follow these steps, many new and promising partnerships will wither on the vine.

B2B Marketing Trends for 2016

Manage the customer experience: great content alone won't save a lousy product or cumbersome experience. Don’t just talk about your product or service. time for B2B marketers to let go of their obsession with perfect production. B2B Marketing.

Focus on Productive B2B Marketing and Sales Activities

Great B2B Marketing

However, if there is one thing that was a barrier to more success, it is the insidious habit of focusing on non-productive activities. By the way, if you want to understand the value of practicing intense focus on productive activities (FOPA), think about the last time you were heading off to a vacation. And so my mantra for 2015 will be to spend as much time as possible focusing on productive activities (FOPA) and as little as possible focusing on that which is unproductive.

5 Characteristics of a Winning B2B Marketer

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Remember that everything has an opportunity cost – is there something more productive that you could be doing? You must believe that you have the right product or service, that it offers real benefits, and that you are promoting it to the right individuals. There are a few characteristics that will help you not only survive, but thrive—regardless of any shifts in the changing marketing landscape.

Should You Market to Pain or Persona?

Great B2B Marketing

Basically, products and services exist to answer the needs, challenges and desires of customers. I just had an interesting conversation about campaign targeting with a really smart client.

Do You Need to Recombobulate Your B2B Marketing?

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This can be a new competitor or an existing competitor that introduces a product that upends the entire category and reduces your awareness, leads and revenue. Bear with me a bit and I will explain the odd title of this post.

B2B Marketing: Six Need-to-Know Nuggets

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You can tell when someone really appreciates their product or service. Of course it is important for you to promote your products or services with confidence, but the fact is, every one of your features is not superior to every other product on the market.

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10 Critical B2B Sales and Marketing Metrics – Part 2

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The average sales cycle can range from minutes with e-commerce products to a year or more with large ticket enterprise sales. In my last blog post , I talked about the first five of the 10 most critical B2B marketing metrics. Just to recap, they are: Cost per new inquiry.

The Pros and Cons of Competitive Marketing

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As I mentioned regarding systems like ERP, it can be a daunting proposition for someone to switch large and complex products or services. This can even be true for less expensive or complex products. Competitor has a product quality problem.

B2B Appeals that Motivate Action

Great B2B Marketing

Copywriters who effectively push the greed button sell a lot of products. Instead of saying “If you buy our product, these good things will happen to you,” FUD copy implies, “If you don’t buy our product, these bad things will happen to you.”

Why Your Allies and Actions Are Crucial in B2B Marketing

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New ventures are started with minimum viable products (MVP) and fast failure is the key.

Pull Marketing vs. Push Marketing – The Shifting Battleground

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Pull marketing centers around the idea that you actively draw clients or customers to seek out your product or services. Even though I make my living as a marketer, I get as bothered as any other consumer by the constant intrusiveness of unwanted promotions. The abundance of unsolicited marketing pitches from TV, radio, Internet ads and other media exasperates me daily.

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8 Reasons Why We Fail to Make the B2B Sale

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The quality of your product, promotion, sales pitch or website is poor. I mostly write about B2B marketing issues, but am often asked by my clients to consult on issues related to sales performance.

Would Writing a Book Help You and Your Business?

Great B2B Marketing

There is no getting around the fact that book writing and production is huge time sink. I just published my fifth book, Winning B2B Marketing. Being a glutton for punishment, I seem to get the urge to do this every five years or so.

Commerce Interrupted – Four Barriers That Stop Your Prospects from Becoming Customers!

Great B2B Marketing

Create desire within these prospects to purchase your product or service. Perhaps something on the website wasn’t clear or you needed to verify that the product was compatible with something you already own. Risk – Buyers go through a mental checklist that goes something like the following: Will this product or service fill my needs or solve my problem? There are three primary objectives of a marketing campaign: Find qualified prospects (potential buyers).

Good Advice (And Why You’re Not Taking It)

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Three years ago, I wrote a blog post about how engineers harm themselves when they design a great product but fail to heed the advice of marketing and sales professionals when they try to bring it to market. Like many others, I’ve been reading Seth Godin’s blog for quite some time. Seth has a way of getting to the point quickly and many of his posts are 100 words or less. For example, he wrote the following about the importance of accepting advice: “Good advice…is priceless.

Obsession with “Listening to Customers” Can Lead You Astray

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This is why Apple has sold so many products, despite the fact that Steve Jobs supposedly didn’t listen to his customers. If you provide lousy products and services they probably won’t come back, regardless of how much you listened.

Is Marketing Passé? You Be the Judge

Great B2B Marketing

Viral is the new marketing, and great products increasingly sell themselves. Gee, if it were only that easy: Create a product that customers love, let them tell friends and colleagues, watch it go viral, and sell the company to Facebook for $19 billion. However, no matter how hard we try, the large majority of us will never have an opportunity to launch a product that goes viral to such an extent. It’s similar with product or company success.

B2B Retargeting – Benefits and Pitfalls

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Are visiting websites that have something to do with accounting software, including your website, competitors’ websites, industry websites, or product comparison websites. In my last blog post, I talked about how to use remarketing strategies to revitalize a stagnant B2B contact list.

B2B Marketing Strategy: Inform and Educate

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Using your web channels to hype your products and services is usually not the most effective marketing strategy. While it is tempting to push your products hard and fast, sharing rather than selling can be a more persuasive tool. David Meerman Scott, a prominent author and speaker in marketing and leadership, recently posted a blog entry with some valuable information on how companies ought to be reshaping their web strategy.

Market Research – 8 Strategies for Getting it Right, Quickly

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I had a really good conversation with a business colleague who is launching his products into a new channel, with […]. Market Research

Create an Unstoppable B2B Sales Machine – Part 1

Great B2B Marketing

A good way to kill the productivity of a sales force is to throw too much at them. Too many products, too many offers, and too many messages equate to too many chances for the sales team to mess things up and lose sales. My blog posts and articles mostly deal with marketing issues.

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How to Shorten the B2B Sales Cycle

Great B2B Marketing

This is the purpose of the offer – to first drive prospect engagement and then drive prospect action (buying your product or service). If there is one thing that aggravates the modern B2B company, it is the constantly lengthening sales cycle.

Can We Please Tell the Truth in Our Marketing Communications?

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Claiming that the product or service is free. This post was inspired by a negative marketing event. I received a personalized letter in an official-looking envelope from a company called: ABC Shareholder Services (real name not used to protect the guilty).

How Marketing Can Double the Effectiveness of Your Sales Force

Great B2B Marketing

It is not unusual to find different sales reps speaking different messages about the company and its products and services. I was talking to a former colleague yesterday and she made the claim that as a marketer, she had no control over the sales process and little or any impact on revenue. Regardless of whether this is true at her particular company, B2B marketers should (and do) have substantial impact on sales revenue.

Who is Sitting in the Marketing Chair? – A Quick Marketing Leadership Assessment

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After all, today’s CEO has a great many things to worry about, including product, personnel, systems, and finance. My partner, Myron Berg, and I were recently discussing how what we do at Fusion Marketing Partners benefits our clients. While we can always be depended on to produce results in terms of awareness, leads and revenue, it struck us that we also deliver an intangible with a huge benefit: peace of mind.