Insights
Why buyers choose, and why they hesitate.
Perspectives on go-to-market, positioning and applied AI for technology leaders, advisers and investors.
Doubling Down on Content in 2022
Here is a typical scenario that is still happening today. Scenario A software buyer sees a piece of gated content about a topic she is interested…
Read StrategyJim Stengel and Gary Vaynerchuk on The CMO Podcast
Just thought I\'d share this post having recently listened to Jim Stengel’s excellent CMO Podcast which featured Gary Vaynerchuk. It may help refocus your thought process…
Read StrategyUnpacking the recent LinkedIn changes
LinkedIn made some big updates to its platform and services over the last few days. On June 8th, Jim Habig who is Vice President…
Read StrategyMarketing Strategy Guide
Many companies are marketing and using online channels and failing to make any impact, let alone achieve their objectives. Businesses are repeating the same processes over…
Read StrategyForget B2B or B2C, it’s Human to Human
I recently read a great post by Marcus Sheridan on LinkedIn. It was a topic that I’ve been bleating about for a number of years and…
Read StrategyThe Importance of Strategy Planning
Albert Einstein said, “If I were given one hour to save the planet, I would spend 59 minutes defining the problem and one minute resolving it.”…
Read StrategyDigital Strategy & CX
Why integration of the right digital marketing strategy can deliver a seamless customer experience for your brand. After an absence of almost 2 years, I was…
Read StrategyTikTok for Business
As a business brand, if you cannot get attention, you\'re going to struggle to get business. If like me, you\'re a fan of Gary Vaynerchuk, you\'ll…
Read StrategyThe Digital Markets Act
What is it and what does it mean for the likes of Google, Amazon and Facebook? Background Following a major shake-up back in 2018 and the…
Read StrategyA Guide to the Metaverse
A guide to the Metaverse, what it does and why it will be important both in business and our personal lives. Last year, I wrote a…
Read StrategyAgency Proposals Are Not Worth The Paper They Are Printed On
How can an external agency possibly provide a relevant, realistic and useful proposal without fully understanding your business? They can’t!
Read Strategy5 Shocking B2B Marketing Stats You Need to Know 2021
Whether to back up your marketing strategy, or provide you with some food for thought, check out the 5 most shocking B2B marketing stats we’ve taken note of so far in 2021...
ReadA tool to use this week
Why interested buyers don’t buy.
Five questions to examine one stalled opportunity before you change the pitch. A first pass takes about 15 minutes.
Use the emails, proposal or notes you already have. Write what the buyer actually said. Where you are guessing, write unknown.
01Why change?
What problem did the buyer say they needed to solve? What happens if they leave it unresolved? Use their words or evidence; otherwise write unknown.
02Why now?
What makes this a priority alongside everything else they could spend time or money on? A deadline needs a source.
03Why this offer?
What are they comparing you with, including doing nothing? What matters to them that your offer can credibly deliver? Could this answer apply to almost any buyer? If so, make it specific to this opportunity.
04Why believe it?
Which claim needs proof? What evidence have they seen, and what did they say about it? A case study is useful when it addresses their concern.
05How does buying happen?
Who else is involved? What must they approve, and what would adopting the offer require? Include budget, procurement, implementation and switching effort where relevant.
Seeing the same issue across several deals?
Bring the opportunities to a conversation. We’ll look at what they have in common and what to fix first.
A 25-minute conversation. No preparation required.