Small Business Buyers Demand Reviews

Small Business Buyers Demand Reviews

If you are a B2B marketer trying to win small business buyers, how do you cut through the clutter of other marketing mediums and messages? It turns out, small business buyers demand reviews – third party voices that reduces their risk. A September 2014 study by The Alternative Board reports nearly half of small businesses worldwide said that when making a major purchasing decision about a new product or service, other business owners using the product or service were the most helpful human … [Read more...]

Video Connects with B2B Executives

Video Connects with B2B Executives

How does your company get to the person in the corner cubicle? That seems to be the magic question for a lot of B2B marketing people, as the order comes from on high to deliver the message and gain leads a bit higher up the management food chain. Well, new research shows that video connects with B2B Executives. A recently released a survey of various B2B marketing techniques and how effective they were deemed by their users. And the results are very interesting. The top 3 used tactics for … [Read more...]

Growing. Better Marketing through 8 Great Customer Service Ideas.

Growing. Better Marketing

Every customer call is a cry for help. They’ve reached out seeking guidance, and most Service groups look to solve the problem. But then what? Do they close the case and move on to the next call on hold? Or do they see a chance to keep the company growing. Better marketing then becomes the result. Today we complete a series on how you can improve your marketing by working with Customer Service departments. Growing, and not making the same mistake over and over again, improves the value of … [Read more...]

Speaking. Better Marketing through 8 Great Customer Service Ideas.

Speaking. Better Marketing

All day long, customer service talks to people outside your organization. Solving problems, helping with installations, and performing training for new but engaged customers. But real value can come when they spend at least some time talking to people inside your organization as well. We are in the midst of a series on how you can improve your marketing by working with Customer Service departments. Help customer service communicate issues and ideas internally through speaking. Better … [Read more...]

Anticipating. Better Marketing through 8 Great Customer Service Ideas.

Anticipating. Better Marketing

The two worst things a customer service group can say to its users are “yeah, we knew about that”, or “we were afraid that would happen.” The first shows a lack of customer sensitivity. The second is our focus today. It shows a failure to anticipate and shows a lack of intelligence.  Teach your customer service to turn listening into anticipating.  Better marketing will result. We are in the midst of a series on how you can improve your marketing by working with Customer Service departments. … [Read more...]

Learning. Better Marketing through 8 Great Customer Service Ideas.

learn

Listening to our customers when they have problems is good. But using that opportunity as a chance to learn is much, much better. When your customer service group moves from simply solving problems to creating opportunities for corporate improvement, your brand will look better. Help your customer service team turn conversations into real listening.  Better marketing will result. We are in the midst of a series on how you can improve your marketing by working with Customer Service … [Read more...]

Get More Out of Your B2B Advertising Budget

Get More Out of Your B2B Advertising Budget

With today’s integrated marketing mix, how can you get more our of your B2B advertising? How can you gain metrics for print advertising that are similar to those of online ads? How can you understand if you are truly driving action with offline advertising? Use offline to promote online content. When you are looking to measure action and response, consider advertising the content that you are offering online – a promotion coupon, a video or something else significant for which a prospect … [Read more...]

Integrating B2B Marketing and Sales Planning – Product Sales Training

B2B Product Training

This week we’ve been looking at ideas for aligning marketing and sales teams, a task that sometimes seems as difficult as solving the challenges of the Middle East. We’ve looked at defining a qualified lead, cooperating to define core messages and a value proposition, and the final step – cooperative product sales training. Here’s how too many product sales training sessions usually go: bring in the sales team for 3 to 4 days. Plant them in a conference room or an auditorium for 8 hours a … [Read more...]

Integrating B2B Marketing and Sales Planning – Value Proposition

value proposition

Maximizing your company’s chance for success comes from having marketing and sales teams aligned on a common value proposition for each of your markets. For example, if marketing is thinking your product has lots of value added features while sales only sees a low price position, your organization will fail. This portion of the alignment and integrated planning comes from a clear value proposition. A good value proposition takes the core messages you’ve developed, and restates those in a … [Read more...]

Integrating B2B Marketing and Sales Planning – Core Messages

Core Messages

Getting marketing and sales teams to cooperate historically has been a difficult task. But a good next step, after defining a qualified lead, is to host a discussion on the core messages of the company. Marketing is the creator of the message, but its sales who must deliver them to prospect after prospect. Together the core messages will be much more effective. Core messages are those key statements, usually one set for the company, and another set slightly tuned for each target market, that … [Read more...]