It should come as no surprise that your B2B marketing content and nurturing
programs are being tapped to provide value farther across the buying process.
In fact, many of you are now tasked with moving prospects to that nirvana
called sales readiness—before salespeople ever see them.
Because B2B buyers can now push sales activities to whenever they're ready,
your funnel may be longer than your pipeline. This reality layers additional
responsibility on the marketing team, but it also leaves salespeople somewhat
You see, when company's had a hold on critical information their buyers
needed to learn how to solve their problems, a salesperson gained entry to
the relationship a lot earlier. They got to know their prospects and helped
them navigate the tricky waters of considered purchase decisions. The
salesperson with the best relationship usually won the deal.... (more)
The mantra heard most often in business these days is "Do More With Less."
For many businesses, cutting costs while trying to grow—or even sustain
their place in the market—is easier said than done.
What could help many businesses is gaining access to some of that $787
Billion in Federal Stimulus Package monies. Not surprisingly, many small
companies [94% of them according to a recent Intuit survey] said that,
"success depends more on what they do for themselves than the government."
Steve King from Emergent Research—when interviewed by Entrepreneur about
the survey—said he's not... (more)
Marketing a professional services firm takes a bit of a different mindset
than marketing a product and solutions company. One of the major differences
is that the partners of the firm are doing the selling.
Marketing has often been an after-thought or undervalued resource for service
providers. However, the need to master engagement in the changing customer
environment gives marketers the opportunity to become a critical component of
a firm's ongoing success. Where services companies used to be able to rely on
referrals and recommendation for their business development needs, that... (more)
When a salesperson jumps into the lead relationship after marketing has
nurtured them, it’s essential to do so in a context that matches the
lead’s expectations. Depending on the amount of information the salesperson
has available at the point of transition, the message they send can have a
huge impact on how well they position themselves as a value provider.
Your prospective buyers experience information about your company’s
offerings in a myriad of different ways. Depending on their priorities,
messaging can miss completely leaving that lead to wonder what the heck
happened an... (more)
Many of the buyers who visit your company’s website probably originate from
a click generated by a search result. Most marketers have done a great job
managing from the home page inward. But, how many marketers spend time
optimizing from the back of a website to the front? Consider that an interior
page can often be the first introduction many of your buyers have to your
Are you certain of the impression you’re making? Could it be stronger?
Stop now and go to a search engine and type in your company name, product, or
a keyword and take a look at the search results. Notice... (more)