The way people buy has changed. In today’s world, the overwhelming majority of decision makers say they found their vendors, not the other way around.* How are buyers finding vendors? Online content tops the list. That’s why B2B marketers are now spending almost a third of their budgets creating and publishing content.** But there’s a problem. Content consumers don’t like what they’re being fed. “Buyers are not happy with vendors,” according to Donovan Neale-May of … [Continue reading]
How to unlock the selling power of your company’s knowledge
You’ve got some incredibly smart people working for you. But you may be missing an opportunity to use their knowledge to drive more sales. The vast majority (87%) of B2B buyers say online content impacts their vendor selection.* To gain more influence over these buying decisions, you’ve got to find a way to draw out the expertise locked inside the minds of your subject matter experts (SMEs) and convert it into compelling content. But how? … [Continue reading]
Sell more by offering less (six reasons to specialize)
37signals made a very gutsy move earlier this year. After 15 years in business, and with a growing portfolio of products, they decided to become a one-product company – selling only Basecamp (their popular project management tool). They even changed their name from 37signals to Basecamp. Why would they do that? What about all the untapped potential and future revenue from all their other products? What Basecamp tapped into is a very powerful, yet counterintuitive, … [Continue reading]
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