You need to know who is making the buying decisions
Standard marketing practice for a lot of marketers, digital agencies, and myself is to analyse and work with personas. However, most people in complex B2B sales are doing them wrong, and they don't really understand there's actually more than one persona in the sales...
Let’s look at the PACT Model for B2B marketing success
The other day I was talking to one of my new clients. They were in the market for finding an external marketing partner. They're a big data solutions provider. They offer a great solution to complex business challenges and they are trusted with their customers' data....
I promise you, your buyer’s journey isn’t what you expect
Sales and marketing should work together. It’s fundamental. They should map out and understand the buyer’s journey - together. Why? Because your buyer’s journey is much more complex than most marketers think. Assuming a simplistic buyer’s journeys for complex B2B...
Market momentum doesn’t just happen, you need to build it
To win in the complex B2B space, you need to build trust and authority within your customer's minds. B2B sales are usually high stakes and relatively high risk for a customer. If they get it wrong, it can cost them hundreds of thousands, if not millions...
Why building momentum is crucial for your B2B sales success
One size doesn’t fit all. Unfortunately, many digital agencies, marketing agencies and marketing consultants just don't get B2B sales. They don't understand the sales cycle, the stakeholder management or the complexity of what they're marketing,...
Sorry, but it’s true – your customers don’t care about you
Do you know why a lot of marketing fails? Because it’s self-absorbed and it focuses inwardly on the business, not the customer. If this sounds like your marketing, then I'm sorry to break this news to you, but your customers really don't care about...
Marketing and finance don’t mix – or do they?
Imagine, three executives sitting in front of you during a job interview. Your job interview. They are all looking at you in disbelieve. Sounds stressful? Now, imagine the next question they ask is something you don’t have the answer...
Align your sales and marketing teams to propel your growth strategy
This article was shamelessly inspired by working with a great client. We worked on a proposition, and we are at the business end of the go-to-market phase. And I know the launch will be a complete success. How do I know that? The client did three things that will...
How much should I spend on marketing?
When the American dream goes awry. Not so long ago there was a company. They attempted to disrupt the mattress industry. They were believed to be the next unicorn. Unicorn as in a privately held start-up company valued at over $1 billion, the start-up entrepreneurs...
The secret to helping your customers is to dig deeper
One of the benefits of my business is I get to see and help a lot of great companies. I get to see their marketing. All of it. The good, the bad and the ugly. I get to see their propositions, both the good and the ones that need some work....
