Don’t overshoot your target

Don’t overshoot your target Just who is making the purchasing decisions these days may surprise you. If your business is focusing on grabbing the attention of the CEO and top managers, you may be missing the workers you most need…
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3 Secrets to Maximizing the Prospect Survey Process (Part 2)

This two-part series is focused on how to best leverage the power that a thoughtfully-designed survey has to communicate with a target audience. To recap, the purpose of a prospect survey (survey-based lead generation) – as distinguished from a market/industry…
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3 Secrets to Maximizing the Prospect Survey Process (Part 1)

Here at SimplyDIRECT we appreciate the power that a thoughtfully-designed survey has to communicate with a target audience. The purpose of a prospect survey (survey-based lead generation) – as distinguished from a market/industry survey – is two-fold: to reach, engage,…
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The Art of Conscious Listening: Indispensable tips for marketers

Listening skills are critical in business, as in life, yet are rarely taught. And it seems that with all of today’s digital distractions, we may be getting worse than ever at listening to what others have to say. Case in…
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Step into your buyer’s shoes: Creating actionable personas

This month, the Strategyzer team[i] provides us with an elegantly simple approach to create actionable customer profiles. The team, widely known as the authors of the international bestseller Business Model Generation[ii], have complemented their growing toolkit with the release of…
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B2B Marketing: Simplifying the Complex Sale in 4 Steps

Too often the problem with the marketing of a complex solution is that it tends to be, well… too complex.  To this point, a recent CEB study found that 68% of corporate communication is just that – “too complex”.[i]  B2B…
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The Power of Role-based B2B Marketing

Not all lists are created equal, but focusing on roles vs. titles gives marketers of complex solutions a great advantage over their competition. Generally identifying contacts by title is a far easier and simpler undertaking – for example, a quick…
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This Year’s Top 6 B2B Marketing Predictions– Are You on Track?

Now that everyone in the blogosphere has had a chance to chime in on what the biggest B2B marketing trends and recommendations are for 2014, we thought we’d provide a tidy summation of those top ideas – a “best of…
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Using Survey Responses to Drive Customer Engagement

Here’s the logic: customer engagement is predicated on establishing connections, which in turn are predicated on effective communication, and effective communication begins with listening.  As the influential psychologist Carl Rogers famously said, inability to communicate is a result of a failure…
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Using Customer Insight to Drive C-Suite Leads

Customer insights are vital for creating differentiated and focused messaging that resonates uniquely with your target audience in today’s crowded marketing channels.  All too often, we adopt a seemingly rational content approach, only to wonder where the logic failed when…
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6 Technology Marketing Steps to Increase Target Account Engagement and Sales

In his recent Forbes article You’re Doing It Wrong: Demand Generation, Patrick Spenner* lays out a strong argument to suggest that marketers who focus on individual decision-maker personas may be doing more harm than good. The crux of Spenner’s argument rests…
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B2B Content Marketing: Reduce the Burden of Your Buyer’s Journey

While communicating with a wide audience is easier than ever before, somewhat paradoxically, actually connecting with them in meaningful ways is becoming ever more difficult amidst the growing morass of online content.  Unfortunately, quantity of information in no way equates…
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B2B Content Marketing: Making the Most of Your Blockbuster Content

A successful B2B content marketing strategy isn’t just about generating great content – although that’s key.  It’s also about deploying focused and targeted content in a comprehensive and deliberate manner where your audience can find it when they need it. …
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11 Steps to Building a Digital Marketing Strategy

In previous posts I’ve discussed the pressing need for marketers to adopt a comprehensive digital strategy. This post provides a tried and tested set of steps on precisely how to do that.  To quickly recap, the challenges marketers now face…
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4 Rules for Better B2B Content Marketing

The Internet has revolutionized much of life as we know it. Sharing information and engaging in critical conversations has become more direct, immediate, and yet infinitely more complex. Consider the more sophisticated B2B purchases, for example. The purchase process has…
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For B2B Marketers WOM Trust Trumps All

Consider this: you’re a B2B buyer in need of a complex technology solution.  Your inbox has several emailed offers from various vendors, only some of which you’ve scanned over with a healthy dose of scepticism regarding their product or service…
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Going Beyond Thought Leadership to Commercial Insight

As B2B marketers, we know that truly connecting with prospects in a meaningful way requires connecting with them on an emotional level.  Content based marketing employs just this strategy by creating messaging which resonates, identifying timely and relevant issues that…
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Improve Sales and Marketing Efficiency: Find the Right Decision Maker

When attempting to sell a technology solution to a targeted account it’s clearly imperative to know who has responsibility for the system, process or application that you are trying to support or replace. Spending sales time to investigate the right…
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Insight Selling is the New Solutions Selling

According to the latest B2B customer purchase decision-making survey by the CEB*, the average customer is already 57% of the way through their purchase process before they consider calling in their chosen vendor’s sales reps. Commenting on this in the…
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How to Make Your Campaign Message More Personalized

As buyers increasingly engage in self-guided online buyer’s journeys, marketers must find ways to engage with prospects via websites, blog posts and other social media.  Adding to the complexity of the challenge is the need to break through the barrage…
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