Insights
Why buyers choose, and why they hesitate.
Perspectives on go-to-market, positioning and applied AI for technology leaders, advisers and investors.
How CMOs Can Build a High-Performance Marketing Team in 2024
Essential Skills and Tools for Today\’s B2B Tech Marketers The B2B tech landscape never stands still., CMOs are central to the growth of their business, however…
Read B2B Marketing, StrategyDifferentiating Your Brand in a Competitive B2B Environment
The B2B Tech landscape is competitive and complex, so standing out is more than a necessity—it\'s a survival strategy. As B2B tech leaders, differentiating your brand…
Read B2B MarketingCrafting Your Ideal Customer Profile (ICP) for CMOs & CROs
A 5-step framework to help build your Ideal Customer Profile (ICP) Many people talk about Ideal Customer Profile (ICPs) ICPs and though like many 3-letter acronyms…
Read StrategyThe 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 MarketingThe Cost of Acquiring Customers for B2B Tech Companies
The Dynamics of Customer Acquisition Costs B2B software is a unique marketplace. It’s also a competitive and fierce marketplace where innovation and competition collide. Understanding the…
Read B2B MarketingWinning 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 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 PodcastReggie James appears on David Meltzer’s Office Hours
Reggie James, Founder of digital marketing management consultancy, Digital Clarity, was invited to participate in “Office Hours“ this morning, a successful online podcast by David Meltzer and now in its 610th episode.
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.