Category: Marketing

Customers are people too

In the world of B2B marketing, it’s frighteningly common to find a certain style of design, of communication, of interacting with potential customers. It goes something like this: In big, black, industrial sans-serif type, preferably Futura or Helvetica (or perhaps Gill Sans if we’re feeling frisky), we shout . . .

Let your customers write your next communication

You’ve been working on your new product or service for months. Or maybe years. You’re really excited about it, and want to tell the whole world about every last feature you packed into your new offering. The problem is that customers don’t buy features. They buy benefits. They buy answers to their problems. So how […]

What We Can Learn From Leno

NBC’s experiment with primetime television begins tonight at 10 pm, with the premier of “The Jay Leno Show.” With the 10 pm time slot typically reserved for dramas — a least on the broadcast networks — NBC is forging new territory with this nightly primetime comedy/variety show. If we take a look at some of […]

An easy way to shorten sales cycles

How do you shorten sales cycles? Simple: be where your customers are looking. MarketingSherpa recently investigated how decision makers and influencers get information about products and services, and their findings show that customers are looking in different places than before – which has important implications for marketers.

A great product doesn't guarantee market success

It’s still very easy to fall into the trap of thinking that if you develop a great product, everything else will just take care of itself. Very recently I was in a meeting and listened to a CEO of a company confess that his product wasn’t selling like he thought it should. He said that […]

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