Sales enablement expert Mauricio Garza believes closing deals takes more than classic sales training sessions. It means changing the way you work with your people.
So, why is traditional sales training a waste of money? And what can you do to ensure a highly-engaged sales team? Mauricio provides his top four tips to help you on your way.
A blog can be many things. Fashion, food and lifestyle bloggers saturate the internet with millions of posts daily. But in B2B, do engineers have the same love affair with blogs?
As millennials enter the global mainstream in business, companies need to look closely at how they are set up to ensure they attract, motivate and retain the best talent. The same goes for how they interact with customers and other external stakeholders. Continue reading
Whether B2C or B2B, user experience (UX) is about building the customer-brand relationship. When we use a service or product, we don’t just interact – we connect. The experience you have can even become more important than the product and service itself. It’s all about the emotions. Continue reading
Buyer personas have been used for years to help marketers hone in on what causes purchasers to make positive buying decisions. They are basically character sketches that lay out your target prospect’s background, demographics, objections, challenges, hobbies, and interests. B2C buyer personas are relatively straightforward. What does your target prospect do for a living? How does he spend his time? What car does she drive? Where do they work? But, that is not the case for B2B.
B2B buyer personas are a tad more difficult. Now you have multiple people in charge of buying decisions, usually stakeholders or board members. So, how can you possibly create an accurate persona when you’re trying to nail down several different personalities, lifestyles, and habits? Continue reading
B2B marketing is full of concepts, abbreviations and keywords. And it can get pretty confusing. That’s why we’ve decided to write a series of blogs, briefly looking at a few of the more bewildering buzz-words and setting the record straight with regards to what they actually mean. The first one of the series is account-based marketing, also known as ABM. Continue reading
Marketing automation is a time-saving action, and nurturing leads is a smart business practice. It stands to reason that both efforts can work together to create a dynamic, effective result. Now, that may sound simple, but it’s actually a strategic initiative that leads to qualified sales leads, which turns into greater sales revenue.
The challenge is how to properly lay out and execute a plan of action that is productive, manageable and measurable. It’s smart for B2B decision makers to employ email marketing into these campaigns, but that isn’t enough to really get the most out of your efforts. A key to successfully nurturing and qualifying leads is text messaging.
Used together, SMS and marketing automation empower your B2B company to reach your targets with a specific, enticing message. Here are four ways SMS and marketing automation nurtures and qualifies B2B leads. Continue reading
Like all relationships between people, B2B relationships require trust and credibility to work.
In fact, we could liken a prospective B2B buyer to a sophisticated partner who is well-educated, has high expectations and is generally intolerant of mistakes. And like in all relationships, there are certain behaviours that strengthen bonds, and critical mistakes that turn people off.
Take your website, for example. In B2B, missteps can sow enough seeds of doubt in the minds of potential or existing customers to make them lose faith in your brand, question your professionalism, or simply click away from your site. Once you lose that credibility, it can be as hard to get back as convincing a cheated-on lover to trust you again. And the result of lost credibility? Lost sales.
So what can you do to make sure you hang onto B2B prospects?
Are you confusing your customers with second-rate English? For example, did your company recently win a price? Are your people competent, and (by implication) not skilled? Are your writers to your webpage loosing you credibility with spelling misstakes, joiningwordstogether and split ting others, or not using all the write words – making the text that little bit to hard too read?
We all make mistakes sometimes. Especially if we’re writing in a second language. But if your organization has put blood, sweat and tears into creating an innovative product or service that stands head and shoulders above anything else on the market, doesn’t it deserve high-quality promotion? Shouldn’t messaging about what you stand for and what you offer be communicated clearly and professionally? Continue reading
There’s nothing like being forced out of your comfort zone to give you new ideas and inspiration. And what better way than rapid immersion in not just another business environment, but another culture?
This was the opportunity I was given on a recent visit to South Africa together with a group of business leaders from Denmark. Just a few hours after stepping off the long flight from Europe, we were released into Durban’s Central Business District. It’s a far cry from the sterile, grayscale business district of a northern European city. Colors and sounds line the pavements. People swarm over intersections, dodging the taxi vans, busses and occasional car. It’s an eclectic mix of cultures where urban dwellers dominate, but there are still plenty of people with obviously strong tribal roots.
For the next few hours, we explored the district, interacting with people to learn about their businesses and lives as best we could, sometimes in English, sometimes through an interpreter, and almost always with wild hand gestures. Continue reading