The way B2B companies qualify leads is based on what we want, rather than letting our buyers guide us. Case in point > BANT. The only component in the four components of budget, authority, need, and timing that’s buyer-driven is need. And I’d … [Read more...]
B2B Nurturing for Lost Opportunities
Why did you lose that opportunity? Better yet, how might you resurrect buying intent? I recently wrote about B2B nurturing for net new vs. existing customers. But what about lost opportunities? Most companies tend to either write them off or … [Read more...]
Do Your B2B Buyers Understand the Problem?
What happens when something goes wrong? In B2B marketing and sales, we talk a lot about our buyers’ pain or need. But that’s not what really defines a problem. The dictionary definition of problem is, “a matter or situation regarded as … [Read more...]
Why Customer Centric Doesn’t Mean Buyer Driven in B2B
Customer centricity mostly misses the mark in B2B. Strangely, B2B companies use it to foster an inside-out perspective. The concept seems to be more about talking the talk than walking the walk. We can say we’re customer centric all we want, but for … [Read more...]
Use Questions as Your Framework for B2B Buyer Enablement
I love questions. Questions are how you learn things. Questions create curiosity. But, for marketers, questions are one key to B2B buyer enablement. The process of Q&A drives momentum based on addressing how context shifts with each new intake of … [Read more...]
