Empower sales without burning them out!

Empower sales without burning them out! Wow, is there ever enough time in any marketer’s day to get everything done? Everybody is going to have moments when the requirements of the job seem overwhelming. But if that’s how it feels…
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Survey says: Customer surveys top marketer list

Survey says: Customer surveys top marketer list The August 2015 CMO survey report finds that online customer surveys are the top technique used by marketers to learn how to acquire, engage and retain customers online. Asked to check off all…
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Insight selling: Killer questions to develop your commercial insight

Being a company that (among other things) develops prospect surveys, we’re in the business of asking questions. And so it stands to reason that we’re in a perpetual quest to help our clients form better questions. Today’s B2B marketers are…
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Insight for Your Sales Conversations with the C-suite

How well do you really know your C-suite audience, and how prepared are you to engage the conversations they want to have? In search of a winning formula for engaging just this audience, the people at Corporate Visions (a leading…
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Insight Selling: The Power of Visual Communication

The science behind “a picture is worth a thousand words” is of prime relevance to B2B marketers. Pictures and other visual stimuli dramatically affect how we absorb, process, and retain information.     Vision is our dominant sense:   Expediting…
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Inciting Buying Decisions: Creating a Change Imperative Story

Situation: Your marketing/content team has developed an intriguing message which resonates with your B2B audience as insightful, differentiated, and relevant. You’ve produced content to nurture prospects along the various stages of their buyer’s journeys. Your case studies are rich with…
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Insight Selling: Changing Mindsets

“We don’t see things as they are, we see things as we are.” – Anais Nin We each see the world through the lenses ground by the sum of our individual life experiences, coupled with our ideological views. It’s how…
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How to Create the Content Buyers Want to Read

Don’t be a lemming. Last fall McKinsey published an article entitled, “How B2B companies talk past their customers.”  The piece focused on new research indicating a significant disconnect between brand messages and actual customer needs. There, was also a “surprising…
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5 Ways to Optimize Your Content Creation Process

Crafting great content – and ensuring its continued relevance – requires an adaptive process.  Here are five steps to optimize the effectiveness and efficiency of your process:     Define the project & audience – Begin by ensuring you have…
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How Psychographics and Insight Selling Drive B2B Behavior

In the age of data, it’s easy to get swept away by metrics, KPIs, and the bottom line.  After all, these numbers are often fundamental to how we gauge our success.  Yet among these data points, many B2B marketers have…
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Insight Selling’s most overlooked question: Why now?

The CEB’s research on buyer behavior in the digital age has led them to form a new maxim:  “Given the choice, customers will generally engage a supplier as late as they possibly can.” [i]   While there are several reasons…
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Insight Selling: Make Me Care

“Make me care.”  It’s the greatest story commandment and the ultimate goal of all B2B content creators.  Yet, for all of our best efforts to engage target audiences around our commercial insights, CEB is reporting that many of their CEB…
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Leveraging Surveys to Gain Commercial Insight

What are commercial insights? The internet today is awash with mediocre content, creating a significant challenge for B2B marketers – to rise above this noise. Best practices now call for marketers to craft uniquely insightful, relevant, and valuable content that…
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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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Improving the Quality of B2B Lead Generation

The largest hurdle to improving the quality of the lead-gen process is ensuring marketing and sales are on the same page.  Traditionally, these two entities have been wholly separate organizations, seemingly working towards the same goal.  However, in reality the…
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Develop Commercial Insights That Challenge Buyers’ Thinking

What are commercial insights? Today’s B2B buyers, empowered by a 24/7 information-rich digital medium, have upended the traditional sales and marketing model for success.  With this dramatic shift in buyer behavior, you have to make a correspondingly radical shift in…
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Why Commercial Insight Trumps Thought Leadership

Marketers and sales teams recognize how profoundly times have changed in this age of digital, mobile, and cloud.  This holds especially true for providers of complex tech solutions, where the industry is shifting from traditionally licensed software packages, to selling…
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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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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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