“Understand the buyer’s point of view!” That’s what marketing teams tell us as they fail to apply it to the single most important part of the buyer’s life – being overwhelmed with marketing. We live in an age of marketing pollution. Every startup, particularly in high tech, buys the DiscoverOrg databases, hires a bunch of […]
Marketing Pollution: The New Reality For Sellers Read More »
When taking a new technology to an old market, take the time to see what those guys read. Then take the time to see what their tech vendors pitch them. You will be pretty depressed so much dough is spent for so little benefit. The electric utility market is a prime example, let’s spend a
A Messaging Bangladesh – Why Nobody Reads Your Stuff Read More »
Why Content Marketing Fails Tell me something I don’t know! Content marketing needs to be something other than bland baby food! Let’s do the checklist of what every “leading” B2B company does: Account Based Marketing, CRM, Marketo-SPAM, DiscoverOrg lists, develop customer personas and, yes, you guessed it – content marketing! This activity composite is
ABM, Account Based Marketing, CRM driven prospecting, personalization at scale and Marketo-driven SPAM programs are so repulsive to prospects they are now taking action to stop getting pestered and interrupted. Perhaps never in the history of the planet has sales activity, driven by nonsensical systems like CRM, Account Based Marketing and sales process managers like
Startup marketing is all about early sales to innovators and first adopters, period. Thus all marketing must be lined up to meet that end. You do not need to worry about “brand.” If you think you need branding at this stage, you are quite mistaken. Marketing positioning is all about finding the customer looking
One can hardly believe the really stupid stuff modern B2B salespeople are pitched by sales gurus and over-funded CRM software firms with no chance of success. Among the craziest idea is “personalization at scale.” This ridiculous derivative of Account Based Marketing means you can use CRM software to create a more touchy, intimate, and personal
Personalization At Scale – And Other Sales Madness! Read More »
LinkedIn and social media selling looks like it should work, and it does if you are selling to salespeople. When over 80% of B2B sales reps are not making quota, a sales VP has a job-life expectancy of 18 -23 months and the VC board is crawling up the CEO’s back for explosive revenue for
LinkedIn Social Media – Selling Hope To The Desperate Read More »
When your B2B reps are struggling, SPAM is yielding Gmail addresses and the board is on your ass, sales enablement buys that quarter to find a new job. Parachute time! So what is sales enablement? CSO Insights says: Sales enablement is “a strategic, cross-functional discipline designed to increase sales results and productivity by providing integrated
Sales Enablement – Not Much Value, Good at Parachute Time Read More »
Buoyed by hope, steeped in failure – social media marketing! Some sales activities work, others almost always fail, and a whole bunch sound good but in practice are terrible. Social media marketing is the current example of the terrible. It’s no secret B2B sales types seldom make quota. Those who regularly do have a set
Account Based Marketing (ABM) is one of those things that sounds good but is nonsense. ABM sounds like everyone ought to embrace it: Focus on highly targeted B2B customers, send personalized messages, and, “Wowee!”, you have solved the problem of why most B2B tech companies cannot generate the revenue for a profitable exit. You have