Insights
Why buyers choose, and why they hesitate.
Perspectives on go-to-market, positioning and applied AI for technology leaders, advisers and investors.
The pains and gains of a new B2B software website
Some of you might not enjoy this blog, as I'm going to be brutally honest about the challenges involved in creating a B2B tech website. When…
Read StrategyContent Saturation: Standing Out in an Overcrowded Digital Landscape
The digital age has made content creation accessible to anyone with an internet connection. The simplicity of both accessing and producing content has led to an…
Read StrategyDevising a Marketing Strategy for Project Management Software in Construction
Construction project management software companies face a unique set of challenges. From ensuring seamless coordination across multiple disciplines to maintaining visibility and accountability among all stakeholders,…
Read StrategyThe Crucial Role of SEO in Tech Companies’ Marketing Strategy
Establishing a robust online presence is paramount for success. Search Engine Optimization (SEO) has emerged as a linchpin in the marketing success of tech companies, transcending…
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 StrategyThe #1 Challenge facing tech CEOs today
More importantly, how to address it in a professional, practical and sustainable way. Overview This is not a sale, or for you to use my services,…
Read StrategyWhy another marketing agency isn’t right for you?
You need to increase sales. You compile a brief You go to 3 to 5 agencies to request a proposal or quote You receive 3 to…
Read StrategyDo you really need a PPC Agency?
Businesses often employ PPC (pay per click) agencies when they’re looking to substantially increase online sales. But before you start contacting PPC agencies in the hope…
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 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 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.…
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.