B2B Sales & Marke...
Follow
Find
751 views | +0 today
B2B Sales & Marketing
Odds are you're going to start your marketing career in B2B, not B2C
Curated by John Kratz
Your new post is loading...
Rescooped by John Kratz from Social Media B2B Marketing
Scoop.it!

New Facebook Page in 5 Steps for Your Social Media B2B Marketing

New Facebook Page in 5 Steps for Your Social Media B2B Marketing | B2B Sales & Marketing | Scoop.it

"HubSpot explains (with video) how and why to create a Facebook business page to maximize your social media B2B marketing reach."

 

I always enjoy how easy HubSpot makes it to build and use something in social media. They go out of their way to make sure you understand the "why" to use a particular social media site followed with the "how".

 

Plus this article makes a quick and easy reminder around the dimensions to use for the various photos which are the first thing a person sees when they land on your page. (Which are not easily found within the help files on Facebook.)

 

The article is a quick read if you are already familiar with Facebook pages and has some hidden gems on building and growing your business pages.

http://blog.hubspot.com/blog/tabid/6307/bid/5492/How-to-Create-a-Facebook-Business-Page-in-5-Simple-Steps-With-Video.aspx


Via Ken Jondahl
more...
No comment yet.
Scooped by John Kratz
Scoop.it!

Content Marketing 101: 8 steps to B2B success | MarketingSherpa ...

Content Marketing 101: 8 steps to B2B success | MarketingSherpa ... | B2B Sales & Marketing | Scoop.it

A recent B2B newsletter how-to article featured two B2B content marketing consultants providing tactics on the basics of B2B content marketing. As with many MarketingSherpa articles, while gathering material for the story, I ended up with more great marketing ideas than needed for the piece."

 

"In this case, one of the expert sources for that article, Stephanie Tilton, B2B Content Consultant, Ten Ton Marketing, provided an excellent eight-point breakdown of how to get started with content marketing, and I wanted to share her insight with MarketingSherpa Blog readers."

 

 

Read the full article for all of Stephanie’s eight steps to get started with B2B content marketing:

http://sherpablog.marketingsherpa.com/b2b-marketing/channel-marketing/b2b-content-marketing-101/

more...
No comment yet.
Rescooped by John Kratz from organizationalstorytelling
Scoop.it!

B2B Sales, Marketing and Storytelling

B2B Sales, Marketing and Storytelling | B2B Sales & Marketing | Scoop.it

"A good story helps a prospect envision how they could utilize your services. Sometimes it is hard for a client to imagine how they could utilize your solution within their firm and a well-articulated story or two can help with that."

 

"This as you can imagine is not “once upon a time”, it is rather a way to convey to your prospect how you and your company are helping others and the value they are receiving based on a real-life example."

 

"If you are a start-up and don’t have many clients that can be utilized in such a manner, then you may have to build a theoretical story, but be sure to keep it as realistic as possible and be clear with the client that it is theoretical."

 

"Having a strong base value proposition is always a necessity but then being able to help articulate how someone benefited from the key points in the value proposition solidifies how real it is. For more information on building a strong value proposition see our blog post on building an elevator pitch."

 

Read the article for help around structuring your customer stories from beginning to the end.

https://www.communitech.ca/b2b-sales-and-storytelling/


Via Kathy Hansen
more...
No comment yet.
Rescooped by John Kratz from Social Media B2B Marketing
Scoop.it!

8 Things To Consider When Planning a Social Media B2B Marketing Strategy

8 Things To Consider When Planning a Social Media B2B Marketing Strategy | B2B Sales & Marketing | Scoop.it

"Social media for business (or social business) boasts lucrative opportunity for those professionals who master the fine art of social engagement. Social business campaigns continue to gain momentum among new companies. As more businesses want to be part of the movement and see their own social return, many eagerly dive in before considering important risks and ways to maximize potential."

 

Read the full article for ideas around setting clear goals, honing in on your target group, and understanding better what your audience looks like as the first 3 areas to consider.

 

In addition, the article covers 5 other areas to help you plan your social media B2B marketing efforts better.

http://www.business2community.com/social-media/8-things-to-consider-when-planning-your-companys-social-media-strategy-0275242 ;


Via Ken Jondahl
more...
No comment yet.
Rescooped by John Kratz from Story Selling
Scoop.it!

Why Visual Storytelling Works for B2B Marketing

Why Visual Storytelling Works for B2B Marketing | B2B Sales & Marketing | Scoop.it

"Admit it – you’re sick to death of being forced to sit through boring Power Point pitches, given by drab salespeople in stifling conference rooms. The real problem is that it isn’t just you that feels this way!"

 

"Your prospective customers are just as burned out on these traditional marketing methods as you are – which means that you’ve got to bring something new to the table if you want to be an effective B2B salesperson."

 

"One particular model to consider is the visual story. In this approach, marketing messages are conveyed in a way that is easiest for the brain to process. A voice narrates your message as the visual images supports it."

 

Read the full article on ideas of how to use visual story telling to help your sales and marketing personal connect and inspire your customers.

 

Customer experience is not about death by Power Point. Help them create a vision of a solution using your products and services based on value with visual stories.

http://blog.truscribe.com/blog/bid/187756/Why-Visual-Storytelling-Works-for-B2B-Marketing


Via streetsmartprof, Ken Jondahl
more...
No comment yet.
Rescooped by John Kratz from Story Selling
Scoop.it!

Optimize B2B Marketing and Sales Content Across the Buyers Journey

Optimize B2B Marketing and Sales Content Across the Buyers Journey | B2B Sales & Marketing | Scoop.it

"As focused as we all are on conversions and purchases, we are not all capitalizing on the opportunity to attract and engage with our customer at every point in the buying cycle, and as a result, customers can slip away."

 

I love the maps in this article!! They are very helpful to know and understand how the stories companies are creating and sharing need to play out across the sales cycle in order for businesses to grow.

 

The author A. Hall also makes the point to tell the story first, then choose your platforms. Too often we get caught up in the glamour of the technology instead of crafting a really good compelling story. But that is backwards. 

 

Then the B2B Content Mapping diagram will help you sort out the next steps.

 

With business stories, it is sometimes hard to know, once you have your stories, how to proceed effectively to build fans, followers, and sales. 


This article and charts should help you out.

 

This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it ;


Via Karen Dietz, Ken Jondahl
more...
No comment yet.
Rescooped by John Kratz from Social Media B2B Marketing
Scoop.it!

Keys to B2B Marketing Success with Video

Keys to B2B Marketing Success with Video | B2B Sales & Marketing | Scoop.it

"A week and a half ago at SES San Francisco 2012, I moderated a session entitled ?Keys to Success with B2B Video.? - Greg Jarboe"

 

"Now, I could try to tell you what Leslie and Mark spent 40 minutes explaining  during the session... But, as Inigo Montoya said in The Princess Bride (1987), “No, there is too much. Let me sum up.”

 

The article discusses the Who, What, When, Where, Why and How behind the topic of using videos on You Tube for B2B marketing and sales.

 

What I found most interesting was the graphic of how much time is spent outside of work by IT professionals researching what to buy via related videos. Here is a quote by Leslie from Cisco:

 

“Although 53 percent of B2B IT decision-makers watch tech-related videos during  normal business hours, 27 percent watch before normal business hours and 61  percent watch after normal business hours. In addition, 50 percent watch on  weekends.”

 

Read the full article for tips and ideas behind what others are doing with video:

http://www.reelseo.com/keys-success-b2b-video/

 


Via Ken Jondahl
more...
No comment yet.
Rescooped by John Kratz from Social Media B2B Marketing
Scoop.it!

B2B Marketing and 9 Ways to Integrate Social Media

B2B Marketing and 9 Ways to Integrate Social Media | B2B Sales & Marketing | Scoop.it

"Based on both the presentations I heard, as well as conversations throughout the day with local marketing managers, one thing is clear: social media marketing is no longer simply an element of the B2B marketing mix; rather, it is affecting (and infecting) the way B2B companies market, from top to bottom. - Howard Sewell"

 

"Social media used to mean launching a blog, or designing a corporate Facebook page. Now it’s about how to extend the reach of every campaign, from demand generation to lead nurturing to customer communications."

 

"Integrating social at every step of the demand generation cycle: that was clearly the lesson of the day. In addition, here’s a list of other insights, comments, and data points that I found most interesting, surprising or enlightening:"

 

Read on for the 9 ideas and 1 big lesson discussed by Howard Sewell.

 

http://spearmarketing.com/blog/9-ideas-and-1-big-lesson-from-the-marketo-social-marketing-roadshow/


Via Ken Jondahl
more...
No comment yet.
Rescooped by John Kratz from Business and Marketing
Scoop.it!

Top 10 Most Effective Marketing Strategies

Top 10 Most Effective Marketing Strategies | B2B Sales & Marketing | Scoop.it
TA 2012 survey of small businesses took a look at the top ten most effective marketing strategies for both B2B and B2C organizations today. Respondents were asked to identify which strategies they find most effective.

 

"Interestingly, all strategies that scored 50% or greater were related to Inbound Marketing (excluding personal interactions), while users are losing confidence in traditional marketing methods. Expensive TV schedules, cold calls and events are having less overall impact for most organizations."


Via Gregg Breward
more...
No comment yet.
Rescooped by John Kratz from Just Story It Biz Storytelling
Scoop.it!

Visual Storytelling Ideas for B2B Marketing

Visual Storytelling Ideas for B2B Marketing | B2B Sales & Marketing | Scoop.it

For a long while I thought about marketing as wordsmithing – putting an abstract idea into a sentence, picking just the right words. But then things started to change – less text please, more graphics – we’d rather see it than read it. This year more than ever, visual content is going mainstream.


Here are 5 creative ideas gathered from other companies who are effectively using visuals in their marketing and gaining more business.


The author of this article, Iris Shoor, didn't just list the typical ways to do visual storytelling -- Pinterest, Instagram, infographics, photos. She instead found companies who were using visuals in creative ways that you can also do. Read the article for her examples and tips.


I hope your reaction to this article is, "Oh yeah, cool idea!" or "Oh yeah, I forgot to do that last time!" It should get your creative juices flowing.


A quick reminder -- visual storytelling is often simply about triggering stories within your reader's minds or allowing them to connect your visual to a story in their brains. This often allows them to create a new yet familiar (and hopefully positive) story about your product/service/brand. That's a good thing!


This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it ;


Via Karen Dietz
more...
No comment yet.
Scooped by John Kratz
Scoop.it!

B2B Marketing Has A Blind Spot: The Buyer's Journey

B2B Marketing Has A Blind Spot: The Buyer's Journey | B2B Sales & Marketing | Scoop.it

"Last month, I was immersed in face-to-face dialogue with senior B2B marketing leaders from well-known companies who were attending Forrester Forums and FLB events, and one thing was blatantly clear. These leaders are so focused on their initiatives, campaigns, and programs that they have lost sight of the thing that matters most: the customer."

 

"In one setting, I led a discussion group about big data. Rather than debate what big data really means and how it can be captured, I focused on how it could be used. I asked the members to think about the different touch-points their firm has with customers at each stage of the customer life cycle and how the experience delivered at each of those touch-points could be better informed by the new types of data that are available today. Most struggled with it, because they are not used to thinking about interactions from the customers’ perspective. Instead, they think of it as actions by their marketing and sales teams."

 

The article goes on to discuss the transformation of marketing becoming a "profit center" and not just a place measureed on "cost per lead". When the measures change, the teams rally, well, at least those who are winning the new race.

 

Read on for more ideas/insights into the buyers journey and why this is so important to not only the creation of content, but also "when" the content is used. Thinking out loud, in the old days, a brochure was a brochure, we didn't worry about "when" in the buyers journey it would be used. In many ways, shame on us... if you lived through these days and any of your titles included marketing in them.

more...
No comment yet.
Rescooped by John Kratz from Social Media B2B Marketing
Scoop.it!

12 Essential Content Types for B2B Marketing

12 Essential Content Types for B2B Marketing | B2B Sales & Marketing | Scoop.it

One of the questions B2B marketers get asked most often starts like this. “I think I get content marketing, but what kind of content works best?”

The short answer is that there are at least twelve types of content you can utilize as part of any content marketing plan.

In this case, the focus is on content that can extend your brand’s reach, beyond your website or blog. There’s no single type that works best for all companies.

In fact, diversification and having a portfolio of content you can pull from is key. Here are the twelve types of content to focus on, and how they can be used.


Via Ken Jondahl
more...
No comment yet.
Rescooped by John Kratz from Content Curation World
Scoop.it!

Content Curation for B2B Marketing

Content Curation for B2B Marketing | B2B Sales & Marketing | Scoop.it

Content curation is a topic actively discussed in B2B marketing circles. With so many online resources, publishers, blogs, and social media communities to choose from, the ability to find single points of expertise, sharing and synthesizing the best information on a given topic, has increasing value.

B2B search engine marketers realize new content creation is a critical tactic in an effective SEO strategy. But it is also realized, as illustrated in the Marketingsherpa chart below, the level of effort required to successfully develop new content may be significant, in comparison to other tactics.


Via Robin Good
more...
No comment yet.
Scooped by John Kratz
Scoop.it!

B2B Marketing Alert: Paid Search Doesn’t Work

B2B Marketing Alert: Paid Search Doesn’t Work | B2B Sales & Marketing | Scoop.it

"According to a recent blog post in Search Engine Watch written by one Uri Bar-Joseph, paid  search for B2b companies is dead, “or at least dying.” Admittedly, Uri  Bar-Joseph may not be the most objective voice in the matter: after all, he is  Director of Marketing at Optify, a demand generation software suite for B2B  marketers."

"But I write for a blog that helps SMBs use Marketing Technologies to  improve their bottom line, and for my money I think he’s spot on."

 

Read the full article for ideas presented by Chris Horton on why Uri may be spot on and what you can consider to replace paid search.

 

With SEO continuing to evolve, smarter buyers and social channels which allow you to use retargeting ads, his thought process makes sense.

http://www.business2community.com/online-marketing/b2b-marketing-alert-paid-search-doesnt-work-content-seo-and-ad-retargeting-do-0298619

more...
No comment yet.
Rescooped by John Kratz from Just Story It Biz Storytelling
Scoop.it!

Help Customers Help You in B2B Marketing and Sales by Sharing Their Stories

Help Customers Help You in B2B Marketing and Sales by Sharing Their Stories | B2B Sales & Marketing | Scoop.it
In this example, a single customer interview netted more than 38 pieces of content. And here are the essentials on how to get your customers to help you.

 

Love this very clear how-to article for gathering customer stories. The author provides very clear steps on how to get this done. Yeah!

 

Her best piece of advice is to not do the interviews yourself -- find someone else who is a good listener, maybe even someone outside your company. Excellent tip. Asking customers for their stories is sometimes hard to do. Maybe the story the business wants to hear is not the story your customer wants to tell -- and I don't mean that customers want to complain. I just mean that businesses need to be open to all kinds of stories a customer may want to share. Sometimes it is a lot easier for a neutral party to gather these stories for you.

 

My only other comment is that the author focuses on case studies. But case studies are not the only kind of customer narrative to write. Case studies are not the only effective kind of customer story to share. Better to just collect the stories and then determine what form to use.

 

It is fabulous that the author shares how a single story can parley into 38 pieces of content. That is a content creator's dream come true! 

 

Read the article for the author's process, great tips, and a free downloadable book. 

 

Thanks Giuseppe Mauriello @pinomauriello for suggesting this article to me!

 

This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it ;


Via Karen Dietz
more...
Victoria Morgia Jamolod-Umbo's comment, September 28, 2012 3:59 AM
A very inspiring story. Hopefully, this will serve as an educational inspiration to many people....
Karen Dietz's comment, September 28, 2012 6:56 AM
I hope so too Victoria. So glad you liked the article. Have a happy day!
Rescooped by John Kratz from Social Media B2B Marketing
Scoop.it!

How to Develop A Better Social Media B2B Marketing Plan This Fall

How to Develop A Better Social Media B2B Marketing Plan This Fall | B2B Sales & Marketing | Scoop.it

"In BtoB Magazine’s latest research report on B2B social media marketing, 71% of B2B marketers polled are moving up to 10% of traditional media budget allocations over to social media; 14% indicated that they will move more than 20%. The average increase in social media budgets was approximately 11%."

 

Increasing spend rate on social media is a solid first step for B2B companies who have found social media to have a positive impact.

 

Understanding better which areas social media can impact the most can help pin point where to spend those dollars the most effectively.

 

Read the full article for ideas around how social media can positively impact specific areas of your maketing and sales methods.

http://searchengineland.com/how-b2b-marketers-can-develop-a-better-social-media-plan-this-fall-131784


Via Ken Jondahl
more...
No comment yet.
Rescooped by John Kratz from Business and Marketing
Scoop.it!

B2B Marketing: 7 Content Tactics to Employ

"According to research from the MarketingSherpa 2012 Lead Generation Benchmark Report, content marketing was one of the top four channels for lead generation budgets for this year. And, as a less quantitative measure of the importance of content marketing, it was featured in almost every presentation at the recent B2B Summit 2012, whether the main focus was lead gen, email, social media or event marketing."


"For B2B marketers, content marketing is used for lead generation and lead nurturing, provides the "fuel" that runs inbound marketing strategies, and effectively works across multiple channels. For example, email without valuable content to share with the database is just technology, not marketing."

 

"To provide B2B marketers with a framework of content marketing tactics, MarketingSherpa reached out to two content marketing consultants: Michael Aagaard, self-described online copywriter, and LPO and testing fanatic, Contentverve; and Stephanie Tilton of Ten Ton Marketing."

 

"This article features seven tactics B2B marketers can employ to improve the content marketing channel."

http://www.marketingsherpa.com/article/how-to/b2b-content-marketing-tactics#


Via Gregg Breward
more...
No comment yet.
Rescooped by John Kratz from Just Story It Biz Storytelling
Scoop.it!

In B2B Sales and Marketing - How to Stop Death by PowerPoint

In B2B Sales and Marketing - How to Stop Death by PowerPoint | B2B Sales & Marketing | Scoop.it

"I love this article and am using its tips and outline this week for several presentations I am doing. While it is focused on sales, this post follows the same pattern I use when teaching my MBA students on business communication and influential presentations. - Karen Dietz"

Keep this article/outline handy because it works!!

http://insightdemand.com/sales-marketing-alignment/turn-power-point-presentation-buying-simulator/

This review was written by Karen Dietz for her curated content on business storytelling.


Via Karen Dietz
more...
No comment yet.
Rescooped by John Kratz from Social Media B2B Marketing
Scoop.it!

7 Characteristics of the Best B2B Marketing Beyond Social

7 Characteristics of the Best B2B Marketing Beyond Social | B2B Sales & Marketing | Scoop.it

"If you are looking for another article that lists search, social media, persona development or lead management, this is not it. Those are skills that can easily be learned by the right person.

The more important thing to know is what type of person can learn both the skills they need today and the new ones they will need tomorrow?"

 

"Here are 7 key characteristics of B2B marketers that will be able to learn the skills needed today and tomorrow and will be able to identify and pursue new B2B marketing opportunities as they emerge. Isn’t that the kind of person you need on your team?"

 

The article discusses these 7 skills/characteristics for current and future B2B marketing:

 

1 - Business Savvy

2 - Technical Aptitude

3 - Curiosity and Intuition

4 - Appetite for Knowledge

5 - Communicators

6 - Analytically Inclined

7 - Service Oriented

 

And number 8 I'll add to the mix.

 

8 - The ability to fully understand how "your customers buy your products and services".

 

Being able to map out and use your buyers journey is critical across all customer focused messaging, whether via social or traditional marketing channels. It is no longer about "how you sell or market", it is all about "how the customer buys."


Via Ken Jondahl
more...
No comment yet.
Suggested by streetsmartprof
Scoop.it!

Five Best Practices for B2B Marketing on Twitter

Five Best Practices for B2B Marketing on Twitter | B2B Sales & Marketing | Scoop.it

"The Challenge: Real-time platforms like Twitter make it easier than ever for public conversations about customer's brand experiences -- for better and for worse. Marketers need to be part of the conversation."

 

"In the past, marketers had a clear distinction to work with: Facebook offered great demographic targeting options and opportunities for social endorsement, and Twitter was a real-time platform. But with the growth of Facebook's newsfeed (and, now, timeline) both platforms are truly real-time. So what is the unique benefit of Twitter for marketers? Twitter is the major platform for monitoring and participating in the public conversation around your brand."

 

 

* Select a Branded Hashtag

 

* Track Mentions of Your Own Brand 24/7

 

* Monitor All Conversations Relevant to Your Business

 

* Actively Manage Your Twitter Feed

 

* Maintain an Authentic Voice

 

Consider these 5 areas and the tips offered to increase your brands awareness by understanding your customers’ needs better. As the article points out, marketing does not have to join in social conversations, however, your customers are already talking about your brand, products and/or services on twitter.

 

This article may appear to relate mostly to consumer marketing, however, as one example, there are more and more twitter chats relating to business issues you can join and/or create. Not every company needs to be using twitter as a marketing venue, yet it can still be a great way to research what your customers are seeking or facing in their daily work.

http://www.huffingtonpost.com/ernan-roman/5-best-practices-for-mark_b_1813784.html

more...
No comment yet.
Rescooped by John Kratz from Customer Experience | The How not the Why
Scoop.it!

7 Reasons Storytelling is Important in B2B Marketing

7 Reasons Storytelling is Important in B2B Marketing | B2B Sales & Marketing | Scoop.it

Stories and the art of storytelling play a major role in content marketing today. Not all brands realize the importance of unearthing their core story and learning to tell stories in ways that endear new fans and motivate advocates. In case you need even more reason to learn to weave an effective narrative throughout your marketing efforts, here are seven reasons storytelling is important for branded content.


Thanks to fellow curator Giuseppe Mauriello for sending me this! It's perfect for a mid-week pick-me-up.


This post is quick and easy to digest -- because you can get all the messages by viewing the photos. What a great example of using visuals in a blog post to create easy to scan, more compelling and enjoyable content.


Have a delightful read and day!


This review was written by Karen Dietz.


Via Karen Dietz, streetsmartprof
more...
No comment yet.
Scooped by John Kratz
Scoop.it!

How B2B Buyers Really Use Social Media

How B2B Buyers Really Use Social Media | B2B Sales & Marketing | Scoop.it

"The annual Buyersphere report ... consists of interviews with B2B buyers who have made actual business purchases in the last 12 months. By asking detailed questions about the actual journey the buyers went through, the report gives what it calls “concrete, reliable findings ...(Note: The report surveys buyers in the UK, France, Germany, and Italy so is obviously focused on European buyers, but I believe the insights below are relevant to all markets.) - Jon Miller/Marketo"

 

Full report: http://bit.ly/buyersphere12

 

In the article Jon discusses 4 points he noted in the data and one of his observations is:

 

"... what buyers really trust are the recommendations and referrals from their peers and friends. This means the real promise of the social isn’t just about responding to comments and updating your feed. It’s about facilitating peer-to-peer recommendations on your behalf and turning your customers and fans into an army of powerful advocates."

 

1 - “Word of Mouth” and “Web Searches” are both the most frequently used AND the most useful sources of information, while LinkedIn, Facebook, and Twitter were the least commonly used and the least useful source of information.

 

2 - Twenty-something buyers are twice as likely to use social media somewhere in the buying process (49%) than 31-40 year olds, and almost 4X as likely than those aged 51+. The report highlights the big impact this will have in upcoming years.

 

3 - Responders said that “word of mouth” (WOM) is the most useful source of information, and it is used at every stage of the buying cycle.

 

4 - When social networks are used in the buying process, they are most commonly used in the last stage of final buyer selection.

 

As social media B2B marketing continues to evolve, think about your buyers journey and how they are, or will be, using social media during their buy-sell cycle.

 

Full article: http://blog.marketo.com/blog/2012/08/how-b2b-buyers-really-use-social-media-insights-from-the-2012-buyersphere-report.html

more...
No comment yet.
Rescooped by John Kratz from Customer Experience | The How not the Why
Scoop.it!

B2B Marketing Messages Can Stimulate Your Customer's Lizard Brain

B2B Marketing Messages Can Stimulate Your Customer's Lizard Brain | B2B Sales & Marketing | Scoop.it

"Many marketers and salespeople believe they are in a selling war against their direct competition. However, a less anticipated and more dangerous enemy exists, called "no decision" — otherwise known as "the status quo." According to sales consulting firm The Sales Benchmark Index, nearly 60% of qualified leads fall victim to the status quo."

 

"Here's the root cause of the problem: most marketing and sales efforts focus on the wrong messaging and therefore do not stimulate the correct part of a prospect's brain. This idea is supported by Forrester Research, which found that 65% of high-level decision makers give their business to the company that creates the "buying vision..."

 

How to Create a Vision of a Solution Based on Value? It begins with messaging. It is important to "load the lips" of the sales and marketing teams around "how the product is used", not "what the product is".

 

This is not to say product training is wrong, however, look in-side your company, how much time is spent on product training, and how much time is spent training employees on how the customer uses your products and services. The normal rule of thumb is 80-20 on product training to "how used".

 

Read on for 4 ways to improve the messaging which is used by your sales and marketing teams during the buy-sell cycle.

 

1. Context Creates Urgency

2. Contrast Creates Value

3. Before and After Stories

4. Visual Tools

 

To be truly customer focused, shouldn't the sales and marketing messaging help your customers create a vision of a solution using your product or service in their environment?


Via streetsmartprof
more...
No comment yet.
Suggested by streetsmartprof
Scoop.it!

Top 10 B2B Marketing Mistakes

Top 10 B2B Marketing Mistakes | B2B Sales & Marketing | Scoop.it

"Even the most seasoned marketing professionals sometimes fall prey to mistakes in tactics or implementation."

 

"But with a watchful eye, practitioners can avoid costly pitfalls."

 

The article discusses these 10 common marketing mistakes:

 

1. Not finding the fish

 

2. Traveling on the same path as before

 

3. Failing to continually monitor marketing programs

 

4. Ignoring frequency

 

5. Working in a bubble

 

6. Looking for quantity rather than quality

 

7. Being unprepared

 

8. Casting away branding and exposure

 

9. Having no sense of timing

 

10. Neglecting media partner relationships

 

Read on for ideas of how to avoid these common mistakes that slip up even the most experienced marketers.

more...
No comment yet.
Scooped by John Kratz
Scoop.it!

Should B2B Marketing or Sales Buy the CRM System?

Should B2B Marketing or Sales Buy the CRM System? | B2B Sales & Marketing | Scoop.it

"There was a time (well before my time) when CRM was considered a sales enablement tool. The purpose was to bring data from proposals, sticky notes and rolodexes into one centrally accessible database."

 

"The purpose was to bring data from proposals, sticky notes and rolodexes into one centrally accessible database. It helped sales managers answer the question: “What happens to x account if x sales rep gets hit by a bus tomorrow?”

 

"As time progressed, CRM has been justified by benefits like increased efficiency (varying degrees of truth on that), and streamlined reporting/forecasting. For all of these purposes, CRM = Sales tool."

 

"Fast forward to current day. Growth in the CRM market is leveraging cloud computing, and social selling. There are 1000 apps in the Salesforce AppExchange, all of which boast Salesforce Integrations to enhance the CRM experience. The market has evolved on a tremendous curve of innovation. Needless to say, times have changed..."

 

The article raises valid questions around the main areas of "how to use" as well as what to measure. Interesting side note, the author is in sales.

 

Read on to see the suggested answer to the question raised above and why it may or may not make sense for your company. Even if you are not in the market to purchase a CRM package, ownership and management once installed are perhaps more important then who makes the decision to buy.

more...
No comment yet.