The barrier between marketing and sales is becoming more vague, whether we’re talking about an acquisition or customer loyalty management. The integration of sales and marketing operations allows for today’s unrivaled sharing of information. Thanks to tools (CRM, automation of marketing, website statistics, social networks,…. Read More
Category: Business Development
I recently met a prospect who wanted to approach consumers first, SMBs second and large companies third with his product (a software). So I asked him, “What do you mean by consumers? Which ones? Could you be more specific?” In B2B more often than in…. Read More
At the same date last year, I spoke to you about the importance of strategic planning in establishing precise, clear, attainable and measurable strategic marketing and sales objectives. In 2013, the same New Year’s resolution applies. I’d like to bring to your attention a fundamental…. Read More
In B2B, a lot is about relationship building. We often talk about email communications, social media and so on. All of these can in their sheer volume get impersonal. Don’t underestimate the power of old fashioned direct marketing. When done right, it can have a…. Read More
It’s making headlines: how to use social media in a B2B context? Can I apply it to my company? Is it profitable? Where do I start? All of these questions are relevant and we need to ask them before getting started. First of all, because…. Read More
Studies indicate that more than 7 out of 10 prospects contact a vendor after reading a white paper. Nearly 6 out of 10 say that the paper influenced their buying decision.1 The B2B (business to business) sale can often be complex depending on the nature of…. Read More
Your company is well-established in its sector. Sales are slowly progressing. Your market has reached maturity. Your clients are no longer loyal. The competition is constantly offering rebate or loyalty programs to their customers and it seems to be working. However, your clients return to…. Read More
Marketing is often used to acquire new clients. However, more attention should be paid to the oft-neglected source of prospects and sales, which resides in the historical efforts of a company. Reactivating clients with marketing is often very profitable. Many elements must be revisited regularly:…. Read More
“One word that describes the biggest challenge facing B2B Marketing today” is the title of a discussion thread counting more than 1,000 replies in the LinkedIn “B2B Technology Marketing Community” discussion started by Holger Schulze. There is some insight in reading through the thread as…. Read More
What is the impact of content marketing on the roles of sales and marketing, and how does it help sales? In the 1970s, my daddy sold photocopiers to SMEs. Trained in Dale Carnegie’s philosophy, he was soon admitted to the exclusive club formed by the…. Read More
