Chatter Buzz的动态

Some of my marketing clients have had a tough job in getting the attention of potential prospects. Even if they convince leadership to allocate funds and they tweak their strategies, it often doesn't pan out the way they imagined it would. Why? Because the real challenge isn't just reaching a broad audience. The challenge is capturing their interest! It doesn’t help that old marketing methods follow a generic approach. Covering a large pool of prospects results in a disconnect with potential customers who may not find the information relevant to their specific challenges or interests. Because you aren’t taking targeting into consideration the messages won’t resonate with individuals who don't find the information relevant to their specific needs. These methods often focus on transactional interactions. They don’t take a holistic view into consideration. So how do you fix this? #ABM. ABM is laser-focusing your approach towards accounts with the highest conversion potential. This means you tailor marketing strategies and content according to the specific needs of individual accounts. When your marketing efforts are directed where they matter most, it increases the relevancy of your efforts and, as a result, you help build deeper connections. That deeper connection promotes customer loyalty, leading to repeat business and positive word-of-mouth you need to build your advocates of the future. ...hope that helps... #fieldmarketing #eventmarketing

Ready to make a real connection with specific clients? Whether you are in the government or private sector, you likely have a specialized product or service. To reach the right clients, it’s crucial for marketing and sales to work hand in hand to create Account-Based Marketing (ABM) campaigns. Crafting an effective ABM campaign utilizes a beautiful combination of knowledge, creativity, and personalization. An effective ABM campaign starts by identifying and targeting high-value accounts that are a perfect fit for your product or service. It’s not about reaching everyone; it’s about focusing on the right audience through honing your buyer personas. Once you have a good list that fits your buyer personas, you’ll need to take some time to really know them. Understanding their needs and pain points will allow you to craft targeted messaging that addresses each while highlighting solutions. Remember, for ABM to work effectively, both sales and marketing need to be on the same page, working together to engage potential customers and speed up the sales process. Try to avoid getting caught up in vanity metrics, the focus should be on what really matters, such as engagement and how fast deals are moving through the pipeline. ABM is more than just a strategy; it’s a mindset that strengthens customer relationships, drives growth, and boosts revenue. As a creative that loves communication, research, and is results driven, I personally get a lot of satisfaction from crafting successful ABM campaigns. It's good to love what you do and I hope you do too. #marketing #communication #accountbasedmarketing #AMB #jasonwickert

Marketing should really empathise more with their colleagues in the sales trenches.... The third article in this series (link in comments), is for sales leaders who value the collaboration & enablement from their marketers, innovation & relationship building, those who want a return to accelerated sales pipelines... but with all the best intentions & sales enablement in place they are struggling with tired, saturated, stale & EXPENSIVE inbound and outbound techniques (delivered by both sales & marketing) ?? Sales leaders worldwide would all agree they would love to find an unsaturated & fresh channel...one that can truly influence the pipeline at all stages ?? & despite the barriers they all know exist, the real problem is status quo bias, "it's too much change".... that the marketing dept has to wipe the slate clean of all inbound and outbound techniques to forge ahead, rather than adjusting the blend by adding in a third way ?? yet they are experiencing four, even five-figure costs to get a deal in a languid pipeline, - madness.. ?? Remember that unsaturated fresh way? - embrace your buyers with a network of partnerships via long-term relationships & campaigns with ???? ???? external business influencers !! ?? Here's how: Partner?#nearbound?GTM strategy with Business Influencer Marketing (the impact on Sales - but it needs to be driven by Marketing ideally) - you'll need both! ?? Not only could your company's CAC costs come down, but you'll get validation in the whole buying process & you'll do more, with less @ TOFU (see below) #influencermarketing #businessinfluencer #nearbound

3rd article - in a series of my own insight, objectivity and good ol' joining the dots. It's a privilege to work both behind the scenes in this area & also deliver it for real outside of B2B Tech/SaaS.

Your ICP isn’t just a target list. You could simply view an ICP as who you target and therefore, simply as defining the audiences you build in paid ad platforms or the email lists you build. And although knowing your ICP will immediately impact how you build your targeting, it's just a fraction of what it should affect. So once having done the work to research and define our ICP, the work begins to change everything in our GTM, something we were refer to as the ‘Whole Product offering’ including: ? Messaging & Positioning ? Demand Gen audiences an targeting? ? Product roadmap and development ? Pre & post sales ? Sales enablement? ? Sales process I.e discovery, structure ? Partnerships ? Content roadmap and creation ? Customer Marketing strategy advocacy, retention & Expansion The list is extensive, it’s the harder part of the process, it’s easier to define an ICP, change your targeting but do little more to meet the needs of that ICP that you will have spent so much time to identify, hence why its a project that it is completely cross-functional and relevant to the entire team. Next, is finding a way to measure those changes and impact, and as something that is fluid, re-assessing and measuring your ICP vs opportunistic customers are regular intervals. Link to the full webinar with Sequel.io in the comments! ??

Buyer enablement: End-to-end in a #digitalsalesroom? As you might already know...in today's complex sales environment, it's crucial to streamline the buying process and ensure all stakeholders are aligned (otherwise you'll get hard times to close the deal!)... A digital sales room or collaborative space can support here... Two key benefits for your process ?? ? Buying center alignment Ensure all decision-makers and influencers are on the same page, facilitating smoother decision-making processes. ? Multithreading Engage multiple stakeholders across various functions and levels, driving comprehensive and informed buying decisions. We tried with the attached graphic to illustrate the journey of a digital sales room or collaborative space, showcasing its evolution from initial contact with the prospect to successfully closing the deal. Each phase highlights the crucial role of stakeholder collaboration in advancing and finalizing the deal... So...by leveraging a digital sales room / collaborative space, you can for sure: ? Enhance communication and transparency with your prospects ? Provide a centralized hub for all sales-related content and discussions ? Accelerate the sales cycle by addressing stakeholder concerns promptly and efficiently Let me know what you think or what your experiences are...if you want ??! #buyerenablement #salesenablement #b2bsales

When Matt Webb and I wrote Infinite Selling, we were convinced that there was a new way to look at how sales and marketing align in the sales process, as many organisations still rely on outdated marketing functions designed for simply lead generation. A 2024 survey revealed that 62% of CEOs named growth their top priority, yet 47% of CMOs said their marketing organisations are still perceived as cost centres rather than profit generators. This misalignment highlights a fundamental issue: the traditional focus on lead-centric or account-centric marketing doesn't reflect the true dynamics of the B2B buying process. So, what can we do about it?? - Embrace a buying group-centric approach - Recognise that entire buying groups, not individuals, make decisions. Tailor your marketing efforts to address the needs and priorities of each stakeholder. - Leverage data and research - Use data to gain insights into the buying process and identify key influencers within each buying group. Research to understand their pain points and develop targeted solutions. - Focus on value creation - Position your marketing organisation as a profit generator, not a cost centre. Develop solutions that deliver tangible business value and align with the growth priorities of your organisation. Changing from a lead-centric to a buying group-centric approach isn't easy, but it's essential to stay relevant. #InfiniteSelling #SalesTraining #MentorGroup #SalesSkills #Marketing Image credit: Mark Parisi

My sales approach: Then vs Now Then: Struggling to Find the Right Approach >Lack of Focus: I was targeting a broad audience without a clear focus, leading to scattered efforts and minimal results. >Ineffective Follow-Up: My follow-up process was inconsistent, causing potential leads to fall through the cracks. >One-Size-Fits-All Pitch: I used a generic sales pitch that didn’t address the unique needs of each prospect. >Overwhelmed by Tasks: Without proper time management, I often felt overwhelmed by the sheer volume of tasks. Now: A Strategic and Targeted Approach >Niche Targeting: I now focus on a specific target audience, allowing me to tailor my approach and understand their unique pain points. >Consistent Follow-Up: I’ve implemented a structured follow-up process, ensuring no lead is left behind. >Customized Pitches: By personalizing my sales pitch for each prospect, I address their specific needs and demonstrate how our solution can help them. >Effective Time Management: Utilizing techniques like the Pomodoro Technique and time blocking, I manage my tasks more efficiently and stay productive. #BusinessDevelopment #SalesSuccess #BizDev #LeadGeneration #SalesTips #SalesGrowth #ProfessionalDevelopment #ContinuousLearning #WorkSmart #SalesStrategy

????Emotional Sales Targeting To engage with a potential customer's emotions, use storytelling. People tend to make purchases based on emotions and then justify them logically. Tips: 1. Introduce your product and service 2. Include a story about your product 3. Share the history of your business 4. Display transformative client images 5. Introduce a successful client 6. Encourage the lead to imagine their success ??Never sell just a service or product. Focus on selling the story behind it. Emphasize its story and how it has positively impacted people's lives. #MK

The T.H.R.O.A.T Framework is a sales and marketing strategy that helps businesses identify and target high-value opportunities. T.H.R.O.A.T is an acronym which stands for: T - Target: Identify the ideal customer or prospect H - Hunger: Determine their level of need or desire for your solution R - Roadblocks: Understand the obstacles or challenges they face O - Oversight: Identify the decision-makers and influencers A - Alternative: Recognize alternative solutions or competitors T - Timing: Determine the optimal time to engage or pitch Using the T.H.R.O.A.T framework, sales and marketing teams can: 1. Develop targeted messaging and campaigns 2. Qualify leads and prioritize opportunities 3. Address customer pain points and objections 4. Differentiate from competitors 5. Optimize engagement and follow-up strategies By applying the T.H.R.O.A.T framework, businesses can increase conversion rates, shorten sales cycles, and drive revenue growth.