No One ever Wants to Feel Like They’re Being Sold To…

No One ever Wants to Feel Like They’re Being Sold To…

When a person is a described as “such a salesperson,” I never consider this a compliment. In the sales process, no one wants to feel like they’re being sold to. Rather, a prospect wants to feel like they are being helped and being recommended the optimal sales solution. The following are ways to ensure that your prospects never feel like they are being sold to… Honestly Try to Help If you want to be a successful salesperson, you can’t think of commissions, sales quotas, etc. Instead you need to listen and truly understand the prospect’s current challenges, objectives, etc. By.... continue reading

Why You Can’t Afford to Ignore Your Tagline

Why You Can’t Afford to Ignore Your Tagline

A tagline, also called a slogan, is a brief sentence that encapsulates your company values. It serves often as a means to clarify your business, but can also instill trust, build dramatic effect and keep your business top of mind. Creating and choosing a tagline is typically part of the branding process. As marketing executives go through logo designs and branding packages, the tagline shouldn’t be an afterthought. A successful tagline will keep your prospects interested, a bad one can turn them off and onto your competitor. In this post we’ll outline what to consider when picking a tagline, but.... continue reading

How B2B Builds Brand Recognition

How B2B Builds Brand Recognition

Nike. Coca-Cola. Apple. These brands are recognized worldwide. And they should be. They’ve spent decades (and many dollars) of establishing that brand presence. While their level of brand recognition isn’t a fair comparison to the majority of businesses out there, B2B brands should realize that they can receive the same respect in their niche. The journey to brand recognition is not instantaneous. In fact, it could be a decades long process that molds as your business changes. Your company could change leadership, open new locations, acquire other businesses and expand service offerings. So how does your branding remain consistent so.... continue reading

B2B Marketing: Over-Automation

B2B Marketing: Over-Automation

As a B2B marketer, there is an urge to automate everything—social media, content marketing, lead nurturing, etc. There is an abundance of automation tools available and marketing automation can serve as a time saving tool to build brand awareness and nurture sales leads. I am asking you to control this urge! It is time to implement a more “hands on” marketing approach and stop deterring clients with tired, over-done automated marketing tactics. Everything is Automated Now: Why not be Different? As a B2B client myself, I can tell the difference between real person and automated marketing. Clients aren’t dumb and.... continue reading

B2B Websites: De-Gate Your Content Offers

B2B Websites: De-Gate Your Content Offers

With websites, the general rule is to hide premium content offers (white papers, guides, infographics, etc.) behind forms. This way, you can capture a website visitor’s information as they gain access to the content. I am strongly encouraging all B2B firms to de-gate all content offers that are not proprietary. Here are the reasons to de-gate premium content on your website. People Are Busy As a B2B firm, you are typically targeting busy people who don’t want to be bothered. Most know the drill when they complete a form to access content. They know that sales people will harass them.... continue reading