Short and (not so) Sweet BlogSome rants and raves but mostly just insights from conversations with buyers, sellers and marketers
Why B2B Buyers Don’t Buy – it has nothing to do with their need, your solution or your relationship.
Whenever a new product or solution is introduced in a company, there will be a change in how people behave, communicate and work together. Change always creates a mess and those involved are going to get dirty. Until buyers are certain about what they will end up with, no purchase will happen.read more
Of course, you talk to your customers. And it should be no surprise that they’re happy to talk to you. They’ve just spent time and money selecting your company and solution and they want this relationship to work. They’re happy to follow along with your line of...read more
You have a great message – hidden under a steaming pile of marketing jargon, adjectives and fancy words!
You see them everywhere; on buses, buildings, websites, social ads and even in the bottom of urinals, trendy technology babble that jargon-hurling and language-torturing marketers use to make a great competitive advantage sound irrelevant and unrecognizable to the...read more
Revenue and net profit are getting hammered There is no denying that self-educated buyers have disrupted enterprise sales. And with almost 60% of forecasted deals never closing in your favor, it’s easy to see why 45.4% of reps will miss their quota in 2016....read more
In today’s B2B sales world, self-educated buyers are, on average, 60-70% of the way to a buying decision before they talk to your sales people. And according to Gartner, these same self-educated buyers spend only 32% of their time reading vendor content or interacting...read more
Marketing personas is a term that causes your salespeople to roll their eyes when they hear it. Why? Because they know that there is nothing captured in your marketing personas that will actually help them influence their buyers purchase decision. Buyer Insights will...read more