You’ve got the perfect solution for your prospect. You’ve shown her how much it could benefit her company. And yet, you keep hearing that it’s just not the right time. Or it’s too much change. Or there’s not enough buy-in from various stakeholders. Or it’s not in the budget. Chances are, those are not the real deal killers. So, what is stopping your prospect from signing on the dotted line? Why they’re just not buying … [Continue reading]
Three B2C messaging hacks for B2B marketers
On a recent flight to San Francisco, I rediscovered some great messaging hacks from the daughter and business partner of the man who “invented” positioning. I was reading her new book about the most successful consumer advertising slogans of all time. The more she talked about the techniques used to create these B2C messages, the more I thought about how well they translate to B2B messaging. The book is called Battlecry, by Laura Ries. In … [Continue reading]
What to do when a merger makes a mess of your message
Last year was a big one for M&A activity (a “record high”, according to The Economist*). Many of these deals made perfect sense. Some left people scratching their heads. In either case, a merger can often wreak havoc on a neatly buttoned up marketing message. If you’re running marketing or sales for one of the thousands of newly combined companies, how do you make sure your message doesn’t get lost in a whirlwind of post-merger … [Continue reading]
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