Content Marketing For Lead Generation (WordCamp 2016 Video)

I’m currently working on a new speaking session to present at WordCamp 2017 coming up on November 11th. The session will tackle the immense importance of adopting a buyer-centric approach to selling and marketing (as well as product development.) The one barrier I experience frequently among B2B businesses struggling with generating more sales is having

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73% of Sellers Lack Experience Buyers Want

“73% of sellers don’t naturally have the skills to create the experience that buyers want”, according to CEB Global. Further, it found, “the sales experience drives 53% of customer loyalty — more than all other loyalty drivers combined.” Today’s buyers are looking for salespeople who bring unique and valuable perspectives when they are considering a

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Why Does 60-70% of B2B Marketing Content Go Unused?

A Recurring Theme Among SMBs is Wasting Precious Budget on Unused Marketing Content “60-70% of B2B marketing content goes unused,” according to SiriusDecisions. The main culprit seems to be creating content without strategy or purpose. This is a common theme from my experience with SMBs who lack strategy and purpose for their marketing efforts overall.

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Reasons for Implementing Marketing Automation

Study States Three Primary Reasons Businesses Implement Marketing Automation; the First Two Lead to Failure Companies who have implemented a Marketing Automation platform cited three, primary reasons for doing so, according to Hubspot: (1) Taking repetitive tasks out of marketers/sales hands (36%) (2) Better targeting of customers and prospects (30%) (3) Improving the customer experience

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Only 22% of Sales Strategies are Right

“Only 22% of sales teams have the right sales strategy.” That’s a startling stat according to a study by SBI. Unfortunately the other 77% have the wrong or are completely missing a sales strategy. What are the vast majority of sales teams doing wrong who have a sales strategies?  (1) Using the same sales strategy

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6 Steps to Reach Your Targeted Buyers

Account-based marketing (or the modern practice of targeting named accounts) is growing rapidly as the “must-do” tactic for B2B marketers. If you are not familiar with account-based marketing (also referred to as “ABM”), here is a brief definition from Marketo, “Account-based marketing (ABM) is an alternative B2B strategy that concentrates sales and marketing resources on

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Times Have Changed for Businesses

Times Have Changed “Marketing as we know it for the last 100 years has been all about helping sellers to sell. Now a new and very different win-win system of buyer-centric marketing is emerging.” — Alan Mitchell As a small or midsize business, you’re facing different challenges compared to Fortune 1000 companies and the Top

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Post-purchase Activities to Minimize B2B Buyer’s Remorse

You and your sales and marketing team have worked hard to close a big sale. You got the verbal commitment and are awaiting the signed agreement. Suddenly, and certainly unexpectedly, the buyer calls or emails to cancel the order. B2B buyer’s remorse set in post-purchase.  What? Why??   Buyers tend to experience cognitive dissonance post-purchase.

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Marketing’s Tipping Point – from Generating Expense to Delivering Value

This article was first published on LinkedIn. How much of your marketing is wasted? After asking this question to other business executives and sales leaders, I bet your answer is, “I don’t know.” This response is typically due to one of three reasons: (1) you’re not measuring your marketing’s performance, (2) you’re not investing in marketing

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Inbound, Outbound or Account-based Marketing???

This article was first published on LinkedIn. New, shiny objects – oh how they lure us down the rabbit holes.  Nowadays, digital marketing is full of “new, shiny objects.” Whether it’s another marketing technology among the rapidly expanding 1,200+ already available or a buzzword for a new methodology, system or process to help you conduct

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