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Category Archives: B2B

How to Grab the Attention of Your B2B Prospects? Relieve the Pain.

14hourglassIt takes about seven impressions for your brand to have any sort of mindshare with your ideal prospects.  That’s what the late Jay Conrad Levinson stated in a keynote I attended a number of years ago.  He followed up that statement with “but you have to recognize that two out of three times they’re not listening” when you communicate.

The reason they’re not listening is that your message is competing with a slew of other events such as – the recipient of your campaign is putting out a number of fires the moment your message lands in their inbox.  Or they are down a staff person and are juggling an increased workload while trying to schedule interviews with prospective hires.  Or a new project is launching and they are up to their armpits in executing to a deadline.

When it comes to B2B marketing, you must be patient and persistent.  To combat the ‘time famine’ your prospects face, you must be dedicated to upping the value of your content and sharpening your calls to action to make them as appealing as possible.  You have to provide messaging and calls to action that are worthy of their time.

“What if I told you one simple tool could save you 8 hours a month?”

Given the time famine your prospects face, doesn’t it make sense to offer relief to their pain?

Relieving their pain will get their attention.  Providing them with ROI on the cost of the relief will help them lobby for change (purchase of your products and services).

The best way to get the limited attention of your prospects is to demonstrate that you understand the exact nature of the pain they experience – month in and month out.  This is an emotional connection that causes them to pause and consider what you have to say.

Then take it a step further by giving them the rational data they need to make the change.  Most of us aren’t willing to go to the management team and say, “I’m buried with processes that make my life a living hell.  Let’s invest in the following products and services so that I can enjoy some semblance of a work-life balance.”  We are willing to go to management with a proposal that will mean greater profitability in prescribed amount of time.  Make it easy for them and provide them with the ROI so that they can champion the change.

Connect the dots for your prospects.  If your products and services will be an enormous cause for relief, the prospect will be more likely be the catalyst for change – provided you give them the data to justify it.

Renewable Referrals now available on Amazon

The book has been published!  It’s available on amazon.com. If you’d like a better blueprint for a lucrative source of referrals than say, asking each of your customers for three names, then you’ll benefit from Renewable Referrals. I’m honored to report that John Jantsch, author of The Referral Engine, The Commitment Engine, Duct Tape SalesContinue Reading

B2B Website Design 7 Tips and Warnings

For successful B2Bs, the hub of their marketing should be their website. All of your marketing efforts – inbound and outbound, direct mail and email, social media, etc. – should be driving traffic to your website. That means you website should provide a good visitor experience, should have visible calls to action, and should beContinue Reading

How Can a B2B Technology Company Give Free Trials?

How Can a B2B Technology Company Give Free Trials?

The seven stages of the Marketing Hourglass are Know Like Trust Try Buy Repeat Refer.  When you sell a high-end solution, creating content or deliverables for the ‘Try’ step can be challenging. Chances are you’ve investigated a solution for your own business where there is s free version and paid versions.  The intent is simple: Continue Reading

The Secret of Successful B2B Marketing Plans

Are the best marketing plans largely comprised of online marketing?  Direct marketing?  A combination of both? Is it necessary to do SWOT analysis?  Should you spend 5% or 7% or more on your marketing?  Or is there something else? Here’s the secret: the best marketing plan is the one that gets done.  It’s the planContinue Reading

Step 7 – 10 Ways To Make Social Media Marketing Easy for B2B Sales-Driven Companies

If you’ve populated your B2B Social Media networks with the right people, you have cultivated platforms with which you can be visible to your key B2B audience.  Social Media allows you to demonstrate frequently your competitive advantage and why your ideal prospect will benefit from working with you. The key is cultivating the audience andContinue Reading

Step 6 – 10 Ways To Make Social Media Marketing Easy for B2B Sales-Driven Companies

Just because there are social media automation tools, doesn’t mean you should use them.  Is there a good use for them?  Yes.  But use of an automation tool does not give you a perpetual excused absence from your social media accounts. Why put a barrier between yourself and your network??? Think about it this way:Continue Reading

Step 5 – 10 Ways To Make Social Media Marketing Easy for B2B Sales-Driven Companies

Step #5 Quality and Quantity of Social Networks You need volume to reach critical mass.  But you also want to ensure that the time you spend on social media is spent with the right people, so quality of connections is crucial.  Here are some tips to build both the quality and quantity of your socialContinue Reading

Step 4 – 10 Ways To Make Social Media Marketing Easy for B2B Sales-Driven Companies

Take a suite of applications including email, calendar, browser, video conferencing and much more; add a powerful social media platform that can do everything other platforms can do and more; and then mix in the most powerful search engine in the world; mix it all together and you’ve got a more than compelling reason toContinue Reading

B2B Marketing – 5 Ways to Own the First Page of Google When Your Company Name is Searched

Have you Googled your company name lately?  Go ahead and do it now by clicking here.  I’ll wait for you.   Were you surprised at what you found?   It’s important that when your company name is Googled that all of the entries in the first page belong to your company. Here are 5 B2B MarketingContinue Reading