Archives by category
Here you can see all the posts for a category at a glance.
Buyer’s Journey
- A lively tension between technology buyers and sellers
- Are B2B customers irrational?
- Buyer personas for business websites - Part four
- Buyer personas for business websites - Part one
- Buyer personas for business websites - Part three
- Buyer personas for business websites - Part two
- Empowering buyers to complete their journey
- Questions from buyers in transition
- Stop asking buyers to trust you
- Study carefully how this industry designs websites for buyers
- The questions a buyer must answer before becoming a customer
- Who’s driving the technology purchase process today? The buyer!
Marketing Structure
- A static hitting strategy will send you right back to the minor leagues
- A story of two coaches
- B2B Sales Qualification: a more reliable method
- Buyers respond to confident advice
- Can marketing and sales be lean? Part One
- Can marketing and sales be lean? Part Two
- Challenges in B2B Marketing and Sales
- Evolutionary or revolutionary?
- Focusing on the biggest constraint in the sales process
- How better lead generation can dramatically improve sales productivity
- How much Marketing do you need?
- How to improve marketing activities and produce more customers
- Lean marketing principle #1: Add value to customers
- Lean marketing principle #2: Managing on data and facts
- Lean Marketing Principle #3: Analyze cause and effect
- Lean Marketing Principle #4: Minimize waste, errors and defects
- Lean Marketing Principle #5: Setting the context for collaboration
- Learning from the principles of Lean and Six Sigma
- Marketing metrics that matter - to a sales person
- Mystery solved. Now what?
- Pursuing perfection versus chasing growth
- Refresher course on competitive strategy
- Sales qualification: Ask the right questions
- Scott Bedbury, branding, and lean thinking
- Selling: more like Mining than Manufacturing
- So many sales metrics. Where do I start?
- Technology marketing epiphany
- The 5 principles to improve your Lean Marketing process
- The Marketing Mix and the Buyer’s Journey
- The problem with the 4 Ps of Marketing
- The sales funnel versus the sales process
- Want 500% ROI? Hire an in-house web analyst.
- What is the ROI for an investment in search marketing?
- When do buyers take action?
Persuasion
- All subjects (except sex) are dull until someone makes them interesting
- Are your web pages written in the style of debate or conversation?
- Buyers are facing trade-offs, risks and concerns. Be their guide.
- Creativity is not enough
- Do real people work at your company?
- Hardwired to enjoy stories
- Houston, we have a problem
- How to make the idea of your company stick
- Is a caricature of your company easier to remember?
- It takes more than benefits to motivate a buyer
- Layers of trust - Part One
- Layers of trust, Part three
- Layers of trust, Part two
- Marketing: Art or Science? It’s both, and more.
- Need an alternative to the elevator pitch?
- Politics and business: it’s about emotion
- Story, knowledge, memory and intelligence
- The Curse of Knowledge
- The passive voice. Killing me softly.
- The three tasks for your marketing information
- Why creativity is so important in marketing - Part One
- Why creativity is so important in marketing - Part Two
- Why facts and logic are unconvincing
- Your visitors are all infovores, are they consuming your site?
Tactics
- B2B technology marketing. Is it different from other B2B marketing?
- B2B telemarketing: getting closer to the buyer
- Building a brand takes time
- Buster Olney, professional baseball players, and bad days
- Conclusions from a B2B viral marketing campaign
- Dell: More advertising is not the answer
- Did the design layout for your B2B homepage come from a cookie cutter?
- Forrester: Systematic management of social media
- Geek Marketing 101, reprise
- How Search Engines work
- How to encourage visitors to contribute content to your site
- Increase the number of visitors who register for content
- It’s not a site, it’s a marketing platform
- Some coach games. Some build programs.
- Succeed with viral marketing: plant big seeds
- The best business bloggers are teachers
- The book is dead. Long live the book.
- The myopia of selling products
- What do visitors want to read?
- Why don’t they trust me?
- Why technology buyers increasingly rely on social media for information
- Your website: The doctor is in.
