Do your event invitations convey a Valid Business Reason (VBR) for attending?

  By Yulia Edirisinghe In B2B marketing, events are one of the most frequently leveraged tactics, and whether it is a large event, a trade conference, or a small format event in your boardroom, the success of an event hangs on getting the right people in the room. So your event invitation is key. It […]

How to design a buyer-centric B2B solution

  Can you for once stop talking about a product and how good it is? Businesses use the term solution when what they really mean is a packaging of a product or service and not a solution at all. Today, I’m going to show you how to build solutions that customers can’t resist. Start with […]

3 Hot Tips For Managers To Improve Your Lead Generation Process

The increasingly digital world in which we all live is a giant portal of buying information and data; a tsunami of content at the fingertips of any purchaser with an Internet connection, which lets face it – is everyone, all the time on any device. With market research reporting over 85% of B2B purchasers start […]

Why we’re going to need fewer, smarter B2B sales people

According to projections by Gerhard Gschwandtner (CEO of SellingPower magazine) and others, we’re going to need to employ far fewer sales people by the end of the current decade – and the trend is already kicking in. From the demand side, there are many explanations for this trend – amongst them the modern, digitally-savvy prospect’s […]

Why your B2B marketing plan may be worthless

  Marketing creates a plan. It’s a great marketing plan and any dispassionate viewer would say it’s just a beautiful marketing plan, but it’s completely and utterly worthless. If Marketing has a great plan but nobody else buys into it, then it’s a useless plan. I’m going to show you today, how to get buy […]

How to use content marketing for lead generation: New research!

Content marketing’s star continues to rise in its role as a key tactic for lead generation. B2B businesses need to address the increasing importance of content marketing according to just-released research from well respected MarketingProfs and the Content Marketing Institute. Further insight has made it increasingly clear that “random acts of content marketing” simply don’t […]

How to choose the right market for your business

If your growth is not what you need it to be, don’t blame your product. It might be that you’re selling to the wrong market. In B2B marketing, it’s easy to blame your solution – it’s too expensive, out of date, lack features, isn’t competitive. In this video blog sales funnel guru, Hugh Macfarlane explains […]

In complex sales, your fiercest competitor is often “do nothing”

It’s bad enough when, after a long, complex and resource-intensive sales campaign, you end up losing to the competition. But at least you’ve got the satisfaction of knowing that somewhere in the process you were probably outsold, or failed to acknowledge a competitor’s advantage that was always going to be difficult to defeat. But what […]

B2B Marketing: The Trouble with Thought Leadership

Joel Kurtzman, editor-in-chief of the Booz Allen Hamilton magazine Strategy & Business first coined the term “thought leadership” in 1994. I wonder if he knew what he was starting? It’s nearly impossible to find a B2B focused marketing plan that doesn’t include it as an objective, but in my experience – and maybe yours – […]

Choose the right problem to trouble the right buyer

Troubling the market about the wrong problem may actually help your competitor more than it helps you. Businesses spend money to fix problems or to avoid problems in the future, therfore buyers want a solution to meet their need and percieved problem. If they believe that they have a problem that a competitor solves better […]