Contributed by Tim Riesterer
- The Most Common Insights That B2B Marketers Use and Their Drawbacks
The best insights expose inconsistencies, uncertainties, or knowledge gaps in your customers' thinking. Here are the four most popular types ...
- Three Conversations That Sales Reps Need to Master
Want to improve your company's sales performance? Then make sure your sales reps are having these conversations during each stage ...
- Why Musical Theater (Not Sports) Is a Good Analogy for Sales
Selling isn't supposed to be about winners and losers, but that's what using sports analogies for selling conveys. In reality, ...
- Three Counterintuitive Ideas for Making Your Growth Strategies Work
Companies looking for more profitable growth often turn to three common strategies. But each has a major flaw that causes ...
- Avoid These Three Deadly Sins of Sales Messaging
Salespeople's lips moving—that's how deals get done. The entire deal rides on what you have to say even more than ...
- Achieve Visual Storytelling (and Sales) Success With Whiteboards
Whiteboards are an essential visual storytelling tool that you as a marketer can help create for salespeople to differentiate your ...
- Voice of the Customer: Trick or Treat for Your Product Launch?
Have you heard of the phenomenon of “declared preference” versus “revealed preference?” If you haven’t, you may be in for ...
- How Personas Can Lead Your Messaging Astray (and Four Tips for Keeping It on Track)
Do you think a prospect responds better to your marketing message because you've based it on a customer persona? Unfortunately, ...
- Are You 'Messaging It Great'?: Five Lessons From Malcolm Gladwell and Morton Grodzins (Who?)
How did an author make millions writing about a stuffy academic concept someone else discovered? He messaged it great. Here ...
- Three B2B Value-Proposition Rules That Create Preference, Not Just Parity
A 2009 survey of 9,000 decision makers in B2B companies found that 86% of the "unique benefits" touted by vendors ...
- How Companies Can Rise Above the 'Competitive Bakeoff'
Do your marketing and sales communications perpetuate the head-to-head competitive bakeoff? Or does it equip and enable your sales people ...
- How to Move from ‘Clandestine’ to Creating Collateral that Counts
ost collateral and sales messaging produced by marketing today goes unused in the actual sales cycle.
- A New Marketing Bill of Materials
It makes sense that a company’s marketing messages, content and other output work to meet the needs of its sales ...
- Exploring the Territory Known as No Brand's Land
Increasingly, a company’s branding success depends less on what they sell, and more on how they sell it. In a ...
