Realigning sales funnel assumptions

Realigning sales funnel assumptions Is it time to discard the traditional sales funnel? A newly published Harvard Business Review article, “What Salespeople Need to Know About the New B2B Landscape,[i]” by Harvard lecturer Frank V. Cespedes and Gartner research VP…
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Reduce Customer Acquisition Costs and Win More Deals

The shift in buyer behavior resulting from the ubiquitous availability of digital information requires continuous adaption of B2B marketing strategies to keep them working effectively and efficiently.   Key factors affecting marketing approaches, especially for the sales of complex solutions,…
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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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The Future of Marketing is About Trust

Admittedly, I don’t get a lot of the new world of communication.  I notice my brother putting a post on Facebook about the status of his bathroom renovation, and instantly there are 31 “likes.”  Huh? What are they liking?  Why…
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Improving Lead Follow-up and Conversion

If your company is like most, chances are it expends significant resources on lead generation and you need to ensure that you are maximizing the value of this effort with great lead follow-up.  If you don’t, these leads likely amount…
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3 Key Benefits of Psychographic Segmentation

Lisa Vitale on Benefits of Psychographic Segmentation. While there are many ways to segment your target audience, B2C marketers are successfully using psychographic segmentation as a competitive advantage – but is there any value in this technique for the B2B…
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Creating a Digital B2B Sales Process

Lisa Vitale Sales Process ExpertHere’s a sobering thought for B2B sales people and their marketing counterparts: “…today’s buyers might be anywhere from 60% to 90% of the way through their journey before they reach out to the vendor*.” The Internet…
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Step 2 – Update the Sales Process

The first of this two part series, Step 1 – Define Your Prospects Better,  focused on defining the B2B decision maker. This post will focus on evolving your sales process to better align with buyer behavior in today’s digital world. …
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