Episode 12: 3 Steps to Paint Your B2B Marketing Strategy Canvas
Length: 2:12
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In 2010, Swiss authors Alexander Osterwalder and Yves Pigneur published a book called, “Business Model Generation.” Their framework helps organizations create, deliver and capture business value.
The Marketing Strategy Canvas is an adaptation of their Business Model Generation Canvas. In this Point of View, we look at this simple-to-use tool for visualizing all of the interrelated components of the strategic B2B marketing plan. |
Episode 11: How to Create a Successful B2B Tele-prospecting Campaign
Length: 2:25
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The first time a B2B marketer hires a tele-prospecting firm for lead generation, they typically have questions about how to ensure a successful experience. A couple of colleagues recently asked me what one piece of advice I could give them.
In this Point of View, I talk about what I’ve found to be the critical factor to lock-in a successful B2B tele-prospecting campaign. |
Episode 10: Teach Prospects How to Buy Software Correctly
Length: 3:32
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Let’s face it; people in most companies don’t know how to buy software. Harry Howe is president of Howe Leadership, providing hands-on support to entrepreneurial business owners ready to take their business to the next level.
In this Point of View, we look at Harry’s advice for both buyers and sellers of software. |
Episode 9: Craft Compelling Marketing Messages with this Simple Format
Length: 3:38
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Everyone knows that to communicate a compelling B2B marketing message we must associate the product to the benefits it provides. At a basic level, marketers use some form of the classic feature, advantage, benefit (F.A.B.). Have you ever noticed that often times the “advantage” sounds a lot like another feature and the “benefit” doesn’t really convey the value of using the product?
In this Point of View, we look at a simple format for crafting key feature/benefit statements. |
Episode 8: Effective Software Demos: Part 2 - Gather Information
Length: 2:20
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A big part of giving an effective software demonstration is up-front preparation. You need to identify who is involved in the decision making process, make sure they are included in the demo, and prior to the demo, understand their personal business issues.
In this Point of View, we’ll look at the second step to giving effective software demonstrations for B2B marketing – gathering information. |
Episode 7: Effective Software Demos: Part 1 - The Audience
Length: 1:59
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Have you ever experienced this situation? You present a demo and then nothing happens, or the prospect says the software doesn’t work the way they do business, or they say they need another demo – this time with decision makers.
In this Point of View, we’ll look at the first step to giving effective software demonstrations for B2B marketing – understanding the audience. |
Episode 6: How to Write a Buyer Persona for B2B Content Marketing
Length: 3:25
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Is the B2B content you publish relevant to your audience needs? When you write new content, do you mentally channel your customers?
In this Point of View, we look at five basic elements of how to characterize your target customers with what’s called a buyer persona. |
Episode 5: How to Tell Memorable Customer Stories
Length: 3:29
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Stories are memorable. Stories are motivational. That is why every business needs to craft its own set of core stories that spark the imagination of prospects and customers.
In this Point of View, we explain how crafting these stories is easy when you follow this simple acronym: SOAR. |
Episode 4: How to Put Your Best B2B Sales Team on the Field of Play
Length: 5:20
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Mark Thacker is the President of Sales Xceleration, a firm specializing in outsourcing sales leadership, sales training, leadership coaching and sales optimization.
In this Point of View, we look at Mark’s four-step strategy on how to put your best B2B sales team on the field. |
Episode 3: Five Steps for Developing Your Content Marketing Plan
Length: 4:59
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How expert are your customers at buying your type of product? And what are you doing to educate them? A consistent educational content marketing strategy is the best approach to differentiate your company as a trusted advisor and ultimately increase revenue.
In this Point of View, we develop a planning matrix to help you develop your content marketing plan with these five steps: Download the complete content marketing planning workbook (PDF). |
Episode 2: Never Say ‘Yes’ to their First Offer
Length: 2:07
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Negotiation skills are vital to success – especially to b2b marketers. You may find yourself negotiating price, or terms and conditions with an agency or vendor. Or you might simply be selling a new campaign idea to your CMO or co-worker.
In this Point of View, Roger Dawson, best-selling author of The Secrets of Power Negotiating, offers one tip on Negotiating Skills. |
Episode 1: Six Tips for Creating an Awesome B2B Podcast Campaign
Length: 4:13
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According to Nielson 2018 research, 44% (124 million) of the US population has listened to a podcast; 17% (73 million) listen to podcasts weekly. If you’re not including podcasts as part of your B2B marketing strategy, you might want to reconsider.
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