Finding Your Compelling Competitive Differentiation in B2B
What is it that really distinguishes you, that separates you from the bunch, that makes your prospects sit up and take notice, and your competitors sit down in despair? Let’s talk about your competitive differentiator If it’s price, you’ve got a big problem, because...
Why You Should Not Charge For Customer Training
Why? Because it makes good business sense, especially if you are a SaaS company. Let me explain. Many of these companies take a short-term view and want, or say they need, to emphasize revenue on a quarter-by-quarter basis. Their view is that training costs money,...
What’s Your Competitive Differentiation?
As you look at the marketplace, what really distinguishes you from the rest of the bunch. If it’s price, you’ve got a big problem, because cornflakes compete on the basis of price. It means that you win if you are the lowest cost provider, and are faced with...
If Product Marketing is Marketing Product, It’s Doing It Wrong
A central problem for Product Marketing is the indisputable fact that no one cares about your product. Prospects and customers only care about what your product does for them, about what value a relationship with your company brings. This can be a difficult concept...
An Edge in ABM for both Marketing and Sales
When we are focused on one company, on one set of executives, I’ll take every advantage I can get. This time, the edge is coming from a different discipline. I’d like to suggest a new way of understanding and customizing communications, which has the potential to make...
What B2B Marketers Need to Reach Millennials
When asked what will impact marketing the most in 2018, “73% of marketers think it’s artificial intelligence or a technology dependent on AI.” That’s the conclusion of a recent survey of 350 marketers, CEOs and influencers published by Mobile Marketer. Put some PI in...
Triangulating Sales Intelligence Can Help B2B Marketers Find Their Way
No one has a monopoly on insight. Figuring out the ‘who,’ ‘what,’ and ‘why’ of sales prospecting requires a collaborative approach If you happened to get lost in the woods (and gasp) your cell phone battery dies, let’s hope you’ve got a map and a compass, because the...
Know Thy Prospect. Know Thy Customer.
Let’s begin with a question: How many of your marketing staff have ever seen or spoken to a prospect? Or a customer, for that matter? Not many. Not many out there.* It’s not just you, it’s your competitors as well. Which is why gaining a first-hand, unique insight...
Gaining the Upper Hand in B2B Prospecting
Ladies and Gentlemen, may I please have your undivided attention. Hah! Good luck with that. Nirvana B2B marketing wants and needs the attention of its prospects to shove them along the consideration journey. We’d like our messaging and content to fall from the heavens...
Strategic Readiness is the Key to Creating a B2B Marketing Advantage
My partners and I are consumed with answering the question: how can marketing create compelling competitive differentiation, by itself. We’ve spent the last few months reviewing our case studies, brainstorming, and bumping our shins. We start off assuming that the...