Insights
Why buyers choose, and why they hesitate.
Perspectives on go-to-market, positioning and applied AI for technology leaders, advisers and investors.
What are Google FLoCs?
Explainer video looking at some confusing terms including FLoCs, cookies, first party and third party data.
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The never ending debate over the best method of marketing your business digitally continues. Paid or organic?
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3 tips to help B2B brands increase engagement on social media B2B brands are increasing their content creation but are you just creating more thoughtless drivel…
Read StrategyStop Selling to Cold Leads | How to Nurture Warm Leads
Cold-calling isn\'t fun for anyone, and neither is it effective. Take a look at 3 ways to fill your funnel with warm leads.
Read StrategyWhy People Are Struggling to Buy From You
Why should a potential customer buy from you? What distinguishes you from the competition? Here we look at three areas that can help define your business\'s…
Read StrategyThe Must-Have B2B Guide To Calculating a Realistic Cost Per Qualified (CPQ) Lead
An easy to follow guide on calculating a realistic Cost Per Qualified (CPQ) lead.
Read StrategyApplying the Pareto Principle to Your Digital Marketing
The Pareto Principle, referred to as the 80/20 rule, is often underestimated by companies when they embark on their marketing or new business acquisition. Here, we…
Read StrategyDigital Marketing for Blockchain & Cryptocurrency Companies
The Cryptocurrency (Crypto) and Blockchain environments are different to traditional markets. Their marketing has to be different too. With all the talk being about Bitcoin, Ethereum…
Read StrategyWhat are NFTs (Non-Fungible Tokens) And Why Are They Important?
You may have read or seen numerous reports recently about something called an NFT.
Read StrategyGoogle My Business Updates Reporting Data
Google have made changes to their reporting on business profiles. What are these new metrics and how can you use them to your advantage?
Read StrategyInvesting Or Cutting Costs. What Are You doing?
Why do some companies succeed while others go round in circles? Bill Gates is famous for saying, “If I was down to my last dollar, I…
Read StrategyWhat Does Your Ideal Customer Look Like?
Every business has a concept of who their ideal customer is, no matter the industry. When did you last review yours?
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.