Does your sales copy fail to connect to customers and gain leads? Kedar Gharpure shares an article that may help you improve your B2B sales story. #Price can often be the first casualty as companies compete in markets shrinking due to #COVID19. However, now more than ever, it is essential to compete on value and not just on price. In the previous articles we spoke about how companies have avoided a race to the bottom on price by adopting a…

Rahul Bhargava shares an article that identifies the five benefits of a newsletter marketplace. What is newsletter sponsorship? What are its benefits? Is there a newsletter marketplace where all newsletters are available in one place? In recent times, we have all been witnessing the growing popularity of newsletters. From acclaimed authors and journalists to food, travel, lifestyle, etc. It seems that everyone is hoping to get a slice of the has hopped on the newsletter bandwagon. While there is a…

David A. Fields shares a few key tips to get the ball rolling for effective marketing of your consulting firm. Effective marketing will increase awareness, engagement and credibility among your consulting firm’s target audience. However, your efforts to build visibility consume considerable time and money while producing questionable results. A couple of proven, consulting firm marketing principles will boost your marketing success. FLYWHEELS Flywheels are difficult to set into motion, and the weightier the wheel, the more effort is required…

What does your consulting firm really do? Can you communicate your consulting firm’s mission — who you serve and what you do — to your clients in just one sentence?  If not, you aren’t alone. Summarizing your business in just a few words can be an intimidating task.  Fortunately, consulting expert David A. Fields has created a way for independent consultants to do just that. He calls it your fishing line. What is a fishing line? According to Fields, a…

James Black shares timeless marketing advice that identifies the role and benefits of testing. As your marketing shifts from planning to execution, it’s important to structure tests to understand how well your marketing is performing, and to learn from it.  While the old adage “Half of my marketing isn’t working, I just don‘t know which half” often rings true, today you have access to more and better data to track the performance of your marketing and ideally the return on…

Bernie Heine shares an article on marketing that focuses on using neuroscience to improve marketing tactics.  Spending money can be painful. Brain scans of people buying experimental stuff with experimental money show physical pain centers being activated by perceptions of poor value items. Price is a big part of this, of course, but perception is even bigger. Bundling lots of product features under one big price tag is a good way to prevent customers from “flinching.” Car option packages are…

  From Johannes Hoech’s company blog, an article that shares the facts and stats on how the pandemic has affected B2B marketing teams and what they can do about it.  For B2B marketers in 2021, a new mandate has become clear: Evolve or perish. As marketing leaders steer their ships through the turbulence of COVID-19, they’re encountering the sobering reality that there will be no return to business as usual, even after they get to calmer waters. Marketing teams may…

  Ian Tidswell provides an infographic that provides the details of the key 6 steps to creating and capturing value in MedTech, from offer design through market access and reimbursement approval to new product transitions. Success in the Medical Technology industry requires constant innovation. However, capturing a fair share of the value (pricing) from that innovation throughout the product life cycle is especially challenging given multiple market access hurdles, constrained healthcare budgets and diverse stakeholders.   The steps illustrated include:…

  Sean McCoy idenfities three common denominators behind unsuccessful commercialization efforts. After your Go-to-Market (GtM) strategy is designed and the planning is complete, it is time to move into execution. Implementation is when a strategy finally impacts the bottom line, which is why it is so vital to get the implementation right. Because Go-to-Market strategies are among the more transformational and comprehensive changes at a company, their execution is more complex, nuanced, and impactful, further increasing the stakes in implementation….

Robbie Kellman Baxter reviews the progression of the subscription business model, from the early days of SaaS to a future of manufacturing based on the subscription model. My first job after business school was as a product manager at an enterprise software company. I picked it because it was one of the first companies experimenting with what today we call Software-as-a-Service, and I could see that was going to be the futureIt just made so much sense. The old business model…