My dentist just walked me through the buyer’s journey. Boy, did it hurt. But it was worth it. I learned a crucial lesson about how to sell costly, disruptive solutions. Without going into the painful details, I’ll just say this: the buyer’s journey is all about three stages of agreement. I was not willing to do anything about that stupid tooth until my kind-and-gentle dentist could get me to agree on three things: (1) it … [Continue reading]
Three reasons why cause is king in B2B content marketing
IBM isn’t out to sell hardware. Or software. Or even services. They’re out to build a smarter planet. And you can learn all about it in scores of articles, videos, whitepapers, and blogs on their website. When you go to their homepage, you’ll see inspiring thought leadership. And you’ll want to read more. When you go to many of their competitors’ websites it’s a different story. You’ll see all the usual headlines extolling the virtues … [Continue reading]
I think we just discovered a new sales channel. It’s called paper.
Our firm loves all things digital. We’re almost a 100% paperless office. Virtually everything we do lives in the cloud. I’m writing this blog post on Evernote right now and will probably edit it on my iPhone in the produce aisle of our neighborhood grocery. About the only thing I use paper for is taking notes in client meetings – and that’s only because I can’t draw diagrams fast enough on my laptop. The big … [Continue reading]