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...]
Help Your B2B Buyers Do Their Own Discovery
Discovery is most often considered a function performed by sales reps. But in this context, it’s more about discovery FOR the sales rep, NOT B2B buyers. One of the problems marketing and sales have as B2B buyers' roles shift is that they start too … [Read more...]
