Insights
Why buyers choose, and why they hesitate.
Perspectives on go-to-market, positioning and applied AI for technology leaders, advisers and investors.
More leads? Or better quality?
How many times has this conversation been had? A - \'We want more leads\' B - \'Do you want more leads or just better quality leads?\'…
Read B2B Marketing, StrategyBusiness Inconsistency
It can be difficult for businesses to remain consistent online. Inconsistency of messaging, inconsistency of regular action, inconsistency of tone, imagery, naming conventions, reporting, process, the…
Read B2B Marketing, StrategyInaction in business
When we talk about inaction in business, this can occur at a number of levels. Lack of direction from senior business members. Lack of action on…
Read B2B Marketing, StrategyMisaligned Direction
Misaligned Direction Lack of company direction, or multiple misaligned directions being fed down from the top of an organisation can cause complete disaster and confusion. If…
Read B2B Marketing, StrategyDoes your organisation have a clear \’Why\’?
Do you have a \’why\’ or is the definition of your organisation simply woolly? Establishing the why behind your business idea is important because it helps…
Read B2B Marketing, StrategyHave you truly defined your goals?
Unfortunately, many companies set unclear, unrealistic, and unattainable goals. Maybe because their expectations are too high, or they are unaware of the resources they have to…
Read B2B Marketing, StrategyHow to create a great converting landing page
So, you\'re spending money on marketing, advertising, and creating well-received content. You may be doing other outreach that is beginning to resonate with your audience. Great…
Read B2B MarketingHow B2B brands can win customers online
If you\'re reading this blog post, then you\'re almost certainly struggling to get a steady supply of qualified new business opportunities - even though you may…
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 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…
Read B2B MarketingHow to tell a Story: The Rule of Three
How to tell a Story: The Rule of Three — — — — — — — — — — — — — — Act I: Get…
Read B2B MarketingWhat I Learned at DTX and UCX 2022
So the big Digital Transformation (DTX) and Unified Communications Expo (UXC) 2022 closed their doors last week at the ExCel in London’s Docklands. There are quite…
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.