B2B Buying Process Has Changed – Are You Adapting?

Getting appointments with prospective buyers is more challenging than ever AND it’s getting costlier. The B2B buying process has changed. The traditional and more direct approach to selling whether knocking on doors or cold-calling, are failing. For many CEOs and VP of Sales, the statement, “what got you here; won’t get you there” is quickly

Read More
Wait! Acquiring a Digital Business? Do Due Diligence First

Digital Marketing Due Diligence Acquiring a digital business is a significant and risky endeavor. According to Harvard Business Review, “M&A is a mug’s game, in which typically 70%–90% of acquisitions are abysmal failures.” The article continues by stating, “Companies that focus on what they are going to get from an acquisition are less likely to

Read More
Balancing Customer Experience and Revenue Generation

A careful balance exists between building an engaged, loyal community of buyers and generating revenue from that community. How much cost goes into creating a great buyer experience before the revenue generated from the efforts becomes too expensive?   At what level does the business tolerate “experience” versus “margin” since often great customer experiences are more

Read More
Customer Acquisition Framework for B2B Businesses

CUSTOMER ACQUISITION FRAMEWORK Getting appointments with new potential customers is more challenging than ever AND it’s getting costlier. Ovation Sales Group found the average sales person prospects 6.25 hours to set one appointment and only 6% of these (as an average across industries) will convert to deals. Further, the average number of call attempts per

Read More
Start with Digital Marketing Best Practices; Hone Strategy with Customer Feedback

Digital marketing best practices can be deceiving.  Business owners and marketers all use the term and seek and reference “industry best practices” when planning their e-commerce or B2B growth efforts. The intuitive business owner knows, however, best practices only provide a starting point – an initial benchmark – for the planning process. Best practices do

Read More
Explaining a DRIP and Nurturing Campaign

If you’re like me, you like to ask a lot of questions. It’s a behavior that drives my wife crazy when we go to a new restaurant. I’ll ask the waiter numerous questions about the menu items. What’s popular? How do you compare this versus that? What menu item is this restaurant (or chef) known

Read More
Choosing Effective Marketing Channels

Business owners hear about new marketing channels that have miraculously skyrocketed sales. Marketers get exhilarated by the new shiny marketing channel and the hope it brings to accelerate reach and attention. It’s understandable how the allure of a new way to generate more leads or sales sets one down a path to implement. However, are

Read More
Marketing Growth Strategies for Businesses

When businesses approach me for assistance, they typically request help with developing marketing growth strategies. Growth is fundamental. How companies achieve growth varies though. I have worked with companies of all sizes and at different life-cycle stages. What growth means to each may be similar but how they have to go about achieving it may

Read More
Post Event Marketing – You Have the Leads; Now Get Customers

According to Outsell, B2B companies spend more than $26 billion per year on attending and sponsoring industry events. A Content Marketing Institute survey showed 81% of B2B marketers use in-person events in their marketing plans. Yet, how excited are you (and more so your sales team and leadership) by the results gained from your event

Read More
Marketing Strategy versus Marketing Plan: What’s the Difference?

A new consulting client, who started and is operating a successful e-commerce business, asked me the difference between a marketing strategy and a marketing plan. She had Googled the terms and discovered a mixed bag of conflicting explanations. Being in marketing for more than 18 years, I fell victim to the curse of knowledge by

Read More