Insights
Why buyers choose, and why they hesitate.
Perspectives on go-to-market, positioning and applied AI for technology leaders, advisers and investors.
Winning more qualified leads: A framework for CMOs
Video Transcript: CMOs I’m not here to sell you anything I’m simply here to share our process to help you address the key challenges that you’re…
Read B2B Marketing, StrategyThe True Path to Sustainable B2B Tech Growth: Patience, Investment, and Skill
Dispelling the Myth of Overnight Success: Why Rushing Growth Can Harm Your Business Remember your first attempt at surfing? Did you ride the perfect wave immediately,…
Read B2B Marketing, StrategyHow to Write a Digital Marketing Brief
This framework is key in helping shape a B2B strategy to reaching your objectives.
Read B2B MarketingUncover your Organisations ‘Why’
Simon Sinek’s “Why” methodology suggests that businesses should focus on the “why” behind their ideas in order to create a powerful and appealing story that resonates…
Read B2B MarketingHow misalignment is damaging your business growth
Business misalignment can limit your organisation’s ability to grow. It can lead to stagnation for your finances and dissatisfaction among your stakeholders. Fortunately, it is completely…
Read B2B Marketing, StrategyWhy standing still is not an option
All companies go through it, but when you hit a wall, you have some choices - the worst, is inaction, or to do nothing. This post…
Read B2B Marketing, StrategyWhat is consistent branding and why does it matter?
Branding is a complicated business. Brand managers have the awesome task of creating a brand that makes an impact, that buyers can relate to and that…
Read B2B MarketingHow do I set achievable goals to drive business growth?
Business goals are an essential part of business success. Without goals, we cannot measure the effectiveness of our businesses. But it’s also important that the goals…
Read B2B Marketing, StrategyWhat’s more important – lead quantity or lead quality?
Every business wants more leads. We all know that more leads mean more business – this is why it’s easy to become focused on the numbers.…
Read B2B Marketing, PodcastDemystifying B2B tech marketing
Reggie James featured on the Market Technology Podcast - 10th January 2024 In this episode of the Marketing Technology Podcast, the founder of Digital Clarity, Reggie…
Read B2B Marketing, StrategyThe Importance of Investing in Brand Marketing for B2B Tech Companies
In his great book The First Dancer: How to be the first among equals and attract unlimited opportunities. Majid Kazmi said, "You have to ask the…
Read B2B MarketingHow AI is Revolutionizing B2B Marketing
A practical guide for senior marketing specialists, CMOs, and the C-suite, on the benefits of using AI for B2B organizations. What are the big challenges of…
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.