Get a pint of beer with a successful salesperson and have her talk about big wins. 100% of victories she'll mention will involve emotionally hooking the prospect. In B2B, 100% of sales victories involve emotional or personal bonding. Yet, look at most of your marketing collateral!? Read your home page....
Doing complex B2B marketing? Want to DEEPLY understand your market and your buyer personas? 👉Then screw buyer persona research👈🏻 ...at least the way most go about it. Sounds harsh? Maybe, but the way it's mostly taught and done is incomplete and makes_no_sense for services w/ long sales cycles, buying committees....
Ah, the research! It's such an overlooked part of account-based activities, yet it's the foundation on which you build the marketing-castle. Here are two common scenarios for target-market and target-account research. (Yes, they often overlap.) 1. Hey SDRs, go and build a list! Keep your data fresh. Be very meticulous......
Sales development reps ROCK… that is, IF they are managed right. But the way most people use an SDR team, they’re leaving a lot of money on the table. With tier 1 accounts, you want to experiment with involving SDRs as early in the marketing-process as possible: reaching out to...
I created a summary of three great books that will change the way you market and sell high-ticket services. As you're reading the review (and the books) focus on the framework - the structure that they recommend for account-based marketing. One could argue that account-based marketing doesn't bring anything new...
Easy-peasy, but super-effective content play for changing your propsect's thinking: 1. sales faces an objection with a prospect that is hard to overcome 2. marketing creates video content for the company blog that reframes the problem (the content is general but industry-specific to your prospect). Video is embedded in blog...
How do you kill a B2B marketing program fast? How do you burn mountains of money with little to show for on the bottom line? Easy. Just play the let's get a lot of leads game. Give the leads to sales/SDRs... and watch them stay up late every day... and...
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