This is not an April Fools’ joke: B2B marketing executed entirely in-house almost always goes wrong. Even if your in-house marketing team already has the proper mix of marketing specialists (artists) vs marketing generalists (managers), it’s still risky to execute marketing initiatives solely in-house. Here’s why: Your clients don’t pay you to get emotional An agency’s clients explicitly […]
It’s taken a long time, but B2B is finally ready to embrace digital. No longer do clients accept B2B brands “walking in with their shirts untucked”— a sloppy disarray of Power Points made by individual sales reps, a website that spouts company features, and an array of brochures designed by various moonlighting college students. The […]
When I was in the technology world, there was a strong emphasis on product; it was the heart and soul of everything we did. Now that I have a macro perspective on tech startups trying to sell to the CMO, VP of Marketing or agency partners, I realize the emphasis on product is confusing. Tech […]
A perplexing attitude drives a subset of B2B business leaders who compete to see who can spend the least on marketing. The idea is they will pour 110% of their efforts into selling, and ignore marketing completely. One-dimensional optimization never works. Let me explain. I took my now-fiancee to an amusement park several years ago. […]
Most CRM systems are structured from the seller’s perspective. They include milestones like “first meeting” or “proposal delivered.” While those are useful metrics for management to forecast pipeline revenue, they’re not particularly useful metrics for your sales reps, or more importantly for your customers. Here’s an example of where critical information slips through the cracks: […]
Why Didn’t B2B Start Marketing Sooner? I doubt I need to make much of a case for the fact that most B2B marketing is less than stellar. You probably work at a company. When was the last time someone tried to sell you something and you said, “Wow, their marketing was incredible!” I’ll guess basically […]
There are multiple stakeholders who need to get value from your CRM system. First, management needs visibility into the sales pipeline. Next, sales teams need to know how close their buyer is to making a purchase, and what they can do to get prospects to the finish line. Third, marketing needs a way to understand […]
People talk about “getting on a new CRM” to solve the problem of disorganized or dysfunctional sales efforts. There is a common lack of awareness that when you’re buying a Customer Relationship Management tool, you’re usually not buying a sales process or methodology along with it. I would argue that’s the primary reason CRM implementations […]
You’ve got happy clients who refer you to friends, family and business connections. You’ve got a business network of contacts that are actively connecting you to potential clients. If this sounds like you, then you’re probably doing a lot wrong. Referrals are a powerful way to grow a business. But if you lack a formal […]
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