Insights
Why buyers choose, and why they hesitate.
Perspectives on go-to-market, positioning and applied AI for technology leaders, advisers and investors.
Measurable Results for Your B2B SaaS and Tech Company
Are you a CEO or CMO looking to take your B2B company in the SaaS and tech industry to new heights? With over 20 years experience…
Read B2B MarketingLeveraging ChatGPT for Effective B2B Marketing on Social Media
As B2B marketers, it\'s crucial to stay ahead of the curve and leverage emerging technologies to connect with your target audience effectively. Unless you\'ve been sleeping…
Read B2B Marketing, StrategyFrom Good to Great – The Flywheel Methodology
This is a 3 min read and may help you look at things differently. On October 16, 2001, Jim Collins wrote a game-changing book. That book…
Read B2B Marketing, StrategyThe Importance of B2B CEOs being Key Persons of Influence
“your most valuable asset ― your attention” Alex Hormozi Back in September 2010, Daniel Priestly wrote a book entitled, “Become a Key Person of Influence”. Or…
Read B2B Marketing, StrategyWhat Nike, Apple, & BMW Can Teach B2B Content Marketers
B2B content marketers can definitely learn a lot from super-consumer brands like Nike, Apple, and BMW. These brands have mastered the art of creating content that…
Read B2B Marketing, StrategyValue Proposition v Mission Statement v Company Strapline
What's the most important - where do you start? I often get asked, what's more important? A Value Proposition, a Mission Statement, Company Slogan, or a…
Read B2B Marketing, StrategyAligning Marketing & Digital Transformation
Digital transformation is essential for companies because it enables them to stay competitive in today\'s rapidly evolving business landscape. By leveraging digital technologies, businesses can streamline…
Read B2B Marketing, StrategyBuilding a strong brand in a competitive B2B market
This is a short post about building a strong brand in a crowded and competitive B2B market. It requires a strategic approach that involves several key…
Read B2B Marketing, StrategyThe importance of experienced marketing strategy consultants
Albert Einstein said, “Insanity is doing the same thing over and over and expecting different results.” So much marketing is wasted, yet most organisations continue doing…
Read B2B Marketing, StrategyHow to build a strong relationship between sales and marketing
Rudyard Kipling said in his Barrack-Room Ballads in 1892: \'Oh, East is East, and West is West, and never the twain shall meet’. Though we have…
Read B2B Marketing, Strategy7 Tips to Lead Score Marketing Leads in Your CRM
Thomas John Watson Snr. - the American businessman and former Chairman and CEO of IBM (1914–1956) said, \"Nothing happens until a sale is made\". As a…
Read B2B Marketing, StrategyDeveloping a Brand Roadmap to Business Resilience: Strategies for CEO and C-Suite Leaders
Your brand is important. In an always-on, digital world, it is most likely the first thing your customers, investors, and colleagues will interact with. Many businesses…
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.