I’m sure everyone in B2B sales and marketing has experienced the ‘irrational’ purchaser. B2B buying decisions often seem to defy common sense. Your prospect accepts that your solution can do things their existing supplier can’t offer; they’re not happy with the customer service they’re currently getting; and your price is competitive. Yet they stick with what, and who, they know. Have you …
The more you understand about how people behave, the easier it is to sell to them. Sounds obvious, right? But how much do we really know about what drives our behaviour? And how much more could you sell if you connected your marketing to how people really make choices and decisions? Giants of the advertising …
Are your posts failing to get the the traction you hoped for? Do you think your business has become a victim of the ‘content shock’, where too much content competes for too few eyeballs? Here’s how one small word can give your content added relevance, engagement and ROI. Welcome to the power of ‘to’. Hopefully you …
What is the role of marketing in the modern age? Is it to take any product or service and say whatever it takes to persuade people to buy it? Is the internet just a way of getting the same old distorted message to more people? According to some of the participants in a recent LinkedIn discussion that’s exactly what …
Last time we looked at foundations. These are the blocks that have to be in place if content marketing is going to drive your growth – and not just be an interesting experiment. For many mid-sized businesses, particularly in B2B, this means taking a much more systematic view. Being clear about what you want to sell and the people you are …
Jumping on board with content marketing without thinking can be like sprinting for a train, head down, without checking the departure board. Who knows where you’ll end up and you probably wasted the price of the ticket. Content publishing and social media can be highly cost-effective ways to market your business. The potential reach is almost unlimited, …