I once almost lost a six-figure contract because I missed an email. Luckily, I said “almost.” For some reason one day, I decided to check my junk folder. I had no reason to, except that apparently some small business angel on my shoulder whispered in my ear, telling me that I should. And there I...
Paid marketing is one of the most promising ways to promote your business. The various mediums for paid marketing include Google Ads, Bing Ads, Facebook Ads, LinkedIn Ads, etc., and you can generate significant results from them. However, paid marketing is a bit trickier for B2B than B2C, and you...
The best sellers do more than just close sales. They reshape buyer thinking and drive change through the value they provide. We call this insight selling, and it hinges on the concept of cognitive reframing. What is Cognitive Reframing? “Cognitive reframing refers to the creation of alternative...
As consumers, most of us hate receiving a cold call from a sales team. Who has time to talk to some random person about buying something you didn’t even want? Yet the telemarketing calls continue. Why do they keep calling? The answer is simple. Cold calling works. Telemarketing is a highly...
No matter your business industry, you're bound to deal with unhappy customers from time to time—whether they're justified in their feelings or not. While there are multiple ways to handle the situation, it's crucial to tread lightly. One wrong move can result in the loss of a customer and a bad...
We have heard a lot in the last few years about how the business-to-business (B2B) buyer has changed, but much of what we hear about the ‘changing buyer’ is either not true or not helpful. Former Forrester analyst Kerry Cunningham, and senior principal, product marketing at 6sense, examines what...
For years, B2B brands invested more in sales and product than in brand marketing. The conventional wisdom was that superior specs and personal relationships would win the day. Today, however, it's clear that strong branding is crucial in B2B, where it enhances the effectiveness of...