Insights
Why buyers choose, and why they hesitate.
Perspectives on go-to-market, positioning and applied AI for technology leaders, advisers and investors.
Digital 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 B2B MarketingGoogle’s Search Algorithm Update May 2021: The Tools You Need
Last year, Google announced plans to roll out a search algorithm update, with a new ranking factor that goes by the name of ‘page experience’. This…
Read PodcastManaging stress and pressure in digital marketing
Get some fresh air, take a walk, clear you head. When working in a dynamic and fast paced industry like digital marketing, often it can feel…
Read B2B Marketing3 Quick Tips to Boost Your LinkedIn Profile
Let’s face it, you will have seen countless hints and tips about enhancing your profile on Linkedin. I agree there’s a lot out there. Why bother…
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?
Read Strategy43% of B2B Organisations Don’t Know Which Marketing or Sales Channels Are Driving Qualified Leads
If you don’t know what’s working, how can you make informed decisions about where to spend marketing budgets? More importantly, how can you maximise your ROI?
Read StrategyYour Marketing Won’t Work Until You Realise This
Marketing only to the people who are ready to buy right now will only provide short-term results. Want to put in the work now to pave the way for easier results in the future?
Read StrategyAre You Wasting Budget On Low Quality Leads?
Are you looking to improve the quality of your leads within your current budget? Or are you happy to keep wasting money on poor enquiries? Let’s explore 5 steps to getting better quality leads from your budget.
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.