Insights
Why buyers choose, and why they hesitate.
Perspectives on go-to-market, positioning and applied AI for technology leaders, advisers and investors.
How to create a great converting landing page
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Read B2B MarketingHow B2B brands can win customers online
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Can we really expect ourselves to excel when we are not looking after our basic needs?
Read PodcastB2B marketing V2 | Part 3.1 – Predictions for 2023
Predictions for 2023.
Read PodcastB2B marketing | Part 3 – Predictions for 2023
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Read PodcastWhy? – The Value of Questioning
The value of asking why and how we can delve deeper into problems
Read StrategyThe Meta what! Get your ducks in line first!
Hands up who really knows what the Metaverse is and more importantly what it means for your organisation.
Read StrategyHow Marketing Can Add Value to Customer Experience (CX)
CX is important, but lack of communication on its value is creating a rod for its own back. I was lucky enough to attend the Engage…
Read B2B MarketingB2B Marketing Part 2 – Demand Generation
Demand Generation (or DemandGen), seems to be gathering a lot of momentum at the moment. Its big brother, Lead Generation (LeadGen) is sulking in the corner…
Read PodcastB2B marketing | Part 2 – Demand generation
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Read B2B MarketingB2B Marketing Part 1 – The Changing Landscape
How to do B2B marketing better There has never been a better time for B2B companies right now - across the board. The traditional routes to…
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.