There are seven problems I find so rampant in B2B companies that I suspect they are infectious—passed along as marketing people switch companies or work with contagious agencies. Read the rest of this entry »
Softrax Corp. is the developer of enterprise revenue management and billing software designed to automate a company’s entire revenue cycle, including revenue recognition, reporting, and forecasting, as well as complex billing and contract renewals. Effective as these solutions may be, they also tend to be pricey, and therefore not an easy sell. Read the rest of this entry »
Businesses want to operate as efficiently as possible, using modern technology and updated email programs to communicate with their customers. But the manufacturing sector is more basic than most, and many of its customers aren’t high tech—some don’t even have Internet access. Fabcon, a Minnesota builder of precast wall panels, struggled with marrying its desire for high-tech operational efficiency and its need to service customers in the method that they preferred. Read the rest of this entry »
I hesitate to single out a handful of “must-have” words for your Web site. It brings to mind the overblown promises of “power words” and the like. “Power words” strike me as being about as useful as “power naps” and “power lunches.” Heavy on hype and light on content. Read the rest of this entry »
“Lead nurturing” is commonly referred to in marketing publications and blogs, and frequently discussed at B2B marketing events. Defined as “a relationship-building approach utilizing multiple media to provide relevant information tailored to prospects while engaging in an ongoing dialog until qualified prospects are ’sales ready,’” lead nurturing has become an integral component of an overall marketing strategy. Read the rest of this entry »
Selling is not so much about the features of our products or services—or even the benefits the customer receives. Rather, it is about our relationship with the customer. People do business with people they trust. Read the rest of this entry »
Stop! Stop and think about one thing. Remember! Remember that house in the neighborhood that all of the kids loved to visit? Remember? It was the fun place where everyone wanted to “hang out.” Think about it. I will come back to that house. Read the rest of this entry »
Coercive, offensive, and monopolistic. That’s what critics say about advertising. You’ve probably heard most of the complaints: advertising sends subliminal messages to make us buy products we don’t need or want, it creates the very needs and wants it aims to satisfy, it is offensive to good taste and needs to be better regulated, it erects barriers to market entry, and it increases prices.
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Wouldn’t it be nice if everyone got as excited about your company as you are? Unfortunately some businesses just aren’t very sexy; in fact, some businesses are downright boring.
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