I will get stoned for this, but oh well, here it is: Marketing needs to lead the proposal-process in your company. I say this, because we end up creating it at so many clients who start working with us. The proposal, as a whole, should accurately reflect your brand narrative....
You're checking out this company online and really resonating with their messaging... you're not even 100% sure what exactly they offer, but you just *know* they're good. Sounds familiar? I'll go on. The experience is so convincing that you'd almost recommend them without even having tried them. Their entire presence...
...and they lived happily ever-after. 😘 What is the state of total happiness and transformation that your solution can achieve for customers? You need to be able to paint a vivid image of this in your marketing - while also being frank and not over-doing it. Especially product companies, software...
What's the easiest way to reframe your market's thinking? This is literally the (multi)million-dollar question for any B2B business, no matter what stage your market is in. The answer: create a brand narrative; a story that hooks the prospect and gets them to see the world through YOUR lens. With...
There is no such thing as building a brand. Think about it. A brand in B2B is really the sum of experiences with your company « that's a common and true definition, but hardly actionable. Experiences with a business go far beyond visuals or physical touchpoints at the office «...
Leaky messaging sucks... It sucks buyers out of your funnels, pipeline. It leads to a leaky revenue-flow. When you've got the ads, the landing page, funnel; the slide decks and collateral but still aren't seeing the results, it may be because of incongruent/leaky messaging. Your promises and claims don't build...
I get it: systematic, scalable content creation feels overwhelming. Good news: when there isn't much useful content you've created, you don't need a plan or a system. Just brainstorm with sales to figure out what articles/videos or ppts will make the largest impact in the short run. Once you have...
How do you turn a dull software feature into a sexy theme that hits home? Here's how I did it... So many tech and B2B companies struggle with verbalizing the real value they bring to the table and turning it into a theme. Even big and established companies, like the software...
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....
We can frigin' do this. This is probably the most important conviction or feeling that your prospect needs to have if you want to go from maybe to a signed contract. You can have the best credentials, references, awards and the prospect can truly think you are a genius. All...
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