Where to Direct your Marketing Spend

If you had four products or services, how much money should you spend on each? Should you double-down on the one product or service that's making all the money? It may not be obvious, but the answer is no. Allow me to show you why. https://youtu.be/GGgQTblgaf0 Where should your money be going? Let’s start by analysing which of your markets are mature (and therefore unattractive) or new (and attractive), and where your products sit in those markets. Essentially, this means looking at whether your offer is a: Weak product in a mature market Strong product in a READ MORE

Using Focus as a Strategy to Dominate your Market

In every market there's a go-to provider – normally, that's the biggest provider on the market. So, how do you become the go-to-provider and absolutely dominate your market? The answer is to focus. https://youtu.be/NuStN9-L_nQ It’s hard to gain traction in a big market Imagine you hold 6% of your market – certainly the market is big enough for you to succeed. But if you flap around in this whole market, then you’re an invisible small player. On the other hand, if you can find a market small enough, then you can dominate it. Here's the switch: you READ MORE

How to Build a Buyer-Centric Strategy around Product Life Cycle Needs

What does it mean to have a buyer-centric strategy? When it comes to strategy, everyone has an opinion. People will say to you “all you need to do is…" – and that's your cue to tune out completely. But what should you tune into? https://www.youtube.com/watch?v=K3nK65GQI60&feature=youtu.be In a buyer-centric strategy, pay attention to product life cycle needs Today, I’ll share a bit of detail around tuning into your buyer's needs at different points in your product life cycle, as well as some examples of contemporary companies that have made their strategy really buyer-centric. You may have seen a READ MORE

How to Maximise Profit

How do you make more money than your competitors? That's what Michael Porter set out to answer in his trilogy and what I’ll explain very briefly in today’s blog. https://www.youtube.com/watch?v=LQ4YawXFz4E You may remember Porter’s ‘Five Forces’ from school. He used this model to explain why some industries are more profitable than others. Ultimately, we can't control our industry - but we can control the business that we're in. And that's why one of Porter's lesser-known ideas is more actionable for most of us. Choose the right profit model Increased profitability for your business comes down to deliberately READ MORE

How to Kick the Curve

How do you fundamentally change your momentum? Is it innovation? Is it expanding into new markets? Is it charismatic leadership? How do you kick the curve? That's the question Jim Collins answers in his second book, ‘Good to Great’, and what I want to talk to you about today. https://youtu.be/kTjLRALE95Q 7 Keys to Kick the Curve In his book, Jim Collins explains how businesses change their momentum. Over the course of 15 years, he looked at businesses that had achieved adequate market success. Then they had a clear transition, and then they kicked the curve – meaning READ MORE

How to Create Sustained Success

You might be close to the action in a start-up, or a cog in a big business. Either way, you have a critical role to play in the sustained success of your business. Today, I'm going to show how you can do just that. https://www.youtube.com/watch?v=lb0sHeqfLRg I'll be drawing on the work from Jim Collins and Jerry Porras in their fantastic book, ‘Built to Last’. They gathered their conclusions by comparing 18 highly-successful companies against 18 companies that did reasonably well. Both groups had the same capital, technology and start time. Despite having similar opportunities, the comparison companies READ MORE

Where to use video for B2B

If your blog copy and your web pages are boring and 'me too' – you're dead. People have really short attention spans. Video, on the other hand, is engaging, it allows you to be authentic, and it connects you with your buyers. Today, I'm going to show you where and how to use video for B2B. https://youtu.be/9d-ZAcdOyA4 8 ways to use video in B2B 1. Cold Outreach In no particular order, let's begin with cold outreach. If I'm about to make contact with you as a targeted prospect – and I've done a bit of homework about READ MORE

Radically Cut your B2B AdWords Budget

B2B AdWords can be wickedly expensive. However, they can also be incredibly affordable. The difference doesn't come down to small tweaks but instead, undertaking radical surgery to your existing approach. Today, I want to show you how to make your AdWords both affordable and very profitable. https://youtu.be/Gq6r0JG2t2o Does AdWords work for B2B? It's not unusual to spend $10 for a click. If you're getting a 2% conversion rate once they get to your landing page, then it's going to cost you about $500 for a lead. Sounds okay so far, but half of those will be rubbish, READ MORE

R.I.P Bob Miller (1931-2017) thank you for transforming our world

It is with great regret that we learned of the passing of Robert B. “Bob” Miller on Friday 22nd September. As a founding member of Miller Heiman and an expert sales concept-developer, Bob remains an educator and inspiration to the many thousands of sales professionals around the world that reap the benefits of his teachings. As part of his work with Miller Heiman, Bob Miller created sales techniques such as Strategic Selling, Conceptual Selling, and Successful Large Account Management — techniques that changed the way the world thinks about sales coaching and training. As a dynamic innovator READ MORE

2020-06-01T20:04:56+10:00By |News, Sales|

How to Recover from a Marketing Mistake

In marketing, we all make mistakes. So much of our work is automated that it's really easy for them to happen. Nevertheless, it's not about whether you do or don’t make a mistake, but how well you recover. That's what I want to talk about today. https://www.youtube.com/watch?v=uUVgj22LGFM&t=3s Not all mistakes were created equal I think it helps to separate mistakes: There are simple mistakes, things like, “Hi Firstname.” Frankly, we’ve all done it. It’s embarrassing when it happens and awful when you do it for a customer – as we did a couple of months ago. It READ MORE

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