What skills do you need in your team? How do you gain those skills? How do you measure the skills of your team?

First marketing job? Here’s how to stand out

Anyone's first few months in a new job will naturally be a little scary. There are new things to learn, people to befriend, and clients to impress! These factors are particularly important with graduate roles where there's the added layer of venturing into a full-time position for the first time. Landing a job can often feel like the hardest part for grads. This is especially true in a harsh and competitive job market, like the one we've been seeing for the last several years now. However, getting hired is only the first step. You then not only READ MORE

Five key skills every B2B digital marketer needs

Digital marketing is, by nature, a creative industry. And while people often come into the industry rearing to go with innovative ideas, but there's more to marketing than just a creative itch. Whether for those starting in B2B digital marketing, professionals who are deep in their career, or business leaders looking to hire the next best digital marketer, there are various skills and attitudes to the role that, if overlooked, may be leaving people at a disadvantage. Overlooked areas in B2B digital marketing Marketing is an industry that is constantly evolving as new tools and technology pop READ MORE

Ask pain funnel questions in the right order [video]

The best pain funnel questions, asked at the wrong time, will lose you a deal you might have won if you’d asked them in the right order. https://www.youtube.com/watch?v=v-7mxhOkFgA Popular sales training company Sandler uses the term ‘pain funnel questions’ to describe the questions a sales person should ask. I’m going to show you today that their questions are good enough. If you master these good-enough questions, you'll go a long way to succeeding in sales. And if ‘good enough’ is good enough, then have a go at mastering pain funnel questions. But if you want to excel, READ MORE

5 Key Skills of a Marketing Manager

What skills does a Marketing Manager need? These are the skills needed by a marketing manager (note that they are different from the skills needed by a solo marketer): Skill development Selection/ deselection of talent with those same skills Buyer's perspective Selling process Planning and measurement https://www.youtube.com/watch?v=hzwkBO9VOO8 I googled "skills of a Marketing Manager" and found excellent sites, four in fact, that I'm going to share with you now. Let me give you the summary of what I learned from those four sites, and then explain why all four of them got it wrong. University of Florida READ MORE

What is B2B Marketing? [video]

What is B2B Marketing? If you think the answer is obvious, and even too basic to discuss, why does everyone get it so wrong? Let's explore a few notable definitions and build a simple, clear answer. https://www.youtube.com/watch?v=VdH-YdIgsdo Here's my take. A defintition of B2B Marketing B2B Marketing is the process of planning and executing strategies and campaigns that position your brand in the chosen category(ies) with the businesses most likely to buy, and then creates demand for a well-aligned sales force. To do that we need to: Agree with Sales what problem you are best-equipped to solve Agree READ MORE

3 B2B sales trends that cannot be ignored

Forward from Brett Bonser: As a new member of our team, I am delighted to allow Claudia to share with you her findings - on key B2B sales trends that are shaping the future. Don’t let your sales be left behind. Read on, to prepare yourself for the changes ahead. As a business leader, you need to keep up with the rapidly evolving B2B selling environment. Your customers are continuing to change the way they engage and buy. To make things even harder, digitally aggressive new competitors will be entering into the market, intent on disrupting the READ MORE

Go to Market Strategy Example [video]

A go-to market plan needs to articulate the solution that's on offer, its price, what's unique about that solution and how you position that difference, who your target, the channels you will use to reach the market, and the tactics you will use to take that offer to the market through that channel. As I've been doing recently, I went looking for five sources of a great go to market strategy example. Truth, I only found three good ones, so after I've given you the conclusions, I'll give you two more align.me go-to market strategy examples. READ MORE

Sales and marketing blogs [video]

Indexes of thousands marketing blogs are great for SEO. Make really sticky content. Today we're going to review five of those indexes and explain how, and why, the sites have created those indexes of thousands of marketing blogs. Let's start with I've concluded and then I'll explain why I've concluded that. Number one: find the best blogs that you personally enjoy reading. There's no point creating content that you're not personally interested in. That's inauthentic. Secondly, though edit that list with your audience in mind. Third, summarize the content and link fully. Don't steal copy. You're just READ MORE

Content marketing training [Video]

Journalism isn't dead, but I wouldn't want my kids studying it at university. Consumers and brands are producing more content than journalists. Or you could say they're journaling more than journalists. But is your content any good? And how do you get good at writing great content? Today we're going to look at content marketing training. Today I'm going to show you over a hundred content marketing training options. We'll view them briefly, but let me give you first a framework for choosing what your content is supposed to be doing before you get good at READ MORE

B2B Sales: You need to focus on the workarounds that aren’t working

In most “solution selling” methodologies, B2B sales people are encouraged to uncover their prospect’s issues, rather than leading with their products. But there’s a potential problem: any organisation, any stakeholder, always has many more issues that they would like to address than they could possibly have the have money, time, or inclination to deal with. That’s why so many issues stimulate so many apparently positive sales conversations that end up going absolutely nowhere. The prospect is interested enough to talk, but not motivated enough to act... One of the ways of dealing with this, of course, is READ MORE

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