B2B marketers won this complex sale

I’ve always suspected that B2C marketers got far more respect than those of us in the B2B world.  While well-marketed B2C products seemed to sell themselves, the sheer complexity of matching B2B products to a particular buyer’s needs appeared to position Sales as the permanent source of meaningful revenue results.

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Topics: B2B marketing, B2C marketing, buyer persona workshop, Buyer Personas, Buying Criteria, Good Use of Personas, Leads generation and nurturing, Positioning & Messaging, Product Marketing Redefined, sales enablement, Uncategorized, Win/Loss

Bad news or good news? You decide.

A recent engagement started with a familiar problem – the client wanted a single value proposition for a proposed suite of solutions that includes four existing products. The messaging would drive the development of their content marketing assets and help the sales people cross-sell the underlying products.

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Topics: buyer persona, Buyer Personas, Buying Criteria, Good Use of Personas, interviewing buyers, Launch, Market Research, messaging, Positioning & Messaging, Sales people, solution messaging, Uncategorized, Win/Loss

Ask interesting questions to hear how buyers think

Imagine that you’re at a party with a group of acquaintances and the woman standing next to you announces her weekend plans – she’ll be painting her apartment. Which of the following would you be most likely to ask:

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Topics: B2B, buyer persona, Buyer Personas, Buying Criteria, buying process, Leads generation and nurturing, Market Research, product marketing, Product Marketing Redefined, Uncategorized, win loss, Win/Loss

Marketers need to find a premium-price position for mature products

James’ email question was logical – “This is a solution that hasn’t changed much in years, and the market is really mature. So we know a lot about how our buyers think. Is there a simplified way to make sure that our messaging is on target?”

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Topics: B2B, B2B marketing, buyer insights, buyer journey, Buyer Personas, Buying Criteria, buying process, discounting, Good Use of Personas, Market Research, persona marketing, positioning, Positioning & Messaging, premium pricing, product marketing, Product Marketing Redefined, research, Sales people, Technology Buyers, win loss, Win/Loss


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