Nobody’s perfect. Just ask your competitors. They’ll be happy to point out the weak spot in even your best product or service. The question is what do you say about those weaknesses? Do you ignore them? Deny them? Defend them? Try and put a little spin on the story? There’s a better approach. And it’s based on one of the most successful ad campaigns of all time. When weakness became a badge of honor. It … [Continue reading]
Three instant reactions to SiriusDecisions’ new buyer’s journey findings
I heard it with my own ears. Right here in Nashville at SiriusDecisions’ annual summit. After surveying more than 1,000 B2B execs this year, the big brains at SiriusDecisions announced this morning that B2B buyers interact with sales reps during every phase of the buyer’s journey – yep, even during that famous first 67% of the journey that takes place digitally. So, it turns out that digital buying behaviors are not squeezing out the role … [Continue reading]
The one lesson every B2B marketer can learn from Tesla
I recently heard a Tesla Motors exec give the back story on the company that’s shaking up the auto world. It was great to get a look under the hood of their strategy and future plans, but the thing that stood out to me most was what they had done with their core message. There’s an important lesson from this B2C brand that every B2B marketer should pay attention to. For Tesla, it’s not about … [Continue reading]
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