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B2B Messaging

Avoid the Guesswork Gap

By Ben Reed 4 Comments

Executive decision maker

One of our clients is a leading provider of workforce mobility. But what on earth is workforce mobility? Unless you’re in the industry, you could be thinking mobile phones … or travel management … or vehicle fleets … or who knows what else. For the prospect that’s never met you before (or for meetings with lots of different stakeholders), a generic term like “workforce mobility” can open up a Guesswork Gap. When your message falls … [Continue reading]

Filed Under: Marketing & Sales Messaging Tagged With: B2B Messaging, Marketing Message, Sales Message, Sales Messaging

Bring a villain to your next pitch

By Ben Reed 6 Comments

Office conference room

You’re working hard to equip your sales force with a more compelling sales message. You’ve checked all the messaging boxes – leading with insight, speaking to pain points, casting a vision, backing it up with metrics … and stories. But your sales message still isn’t completely connecting with prospects. What else can you do? Here’s one really simple messaging hack that we’ve found to be surprisingly effective … Name the villain. Do what? Literally come … [Continue reading]

Filed Under: Marketing & Sales Messaging Tagged With: B2B Messaging, Messaging and Positioning, Sales Message, Sales Messaging

A simple presentation hack you should’ve learned in high school math

By John Reed 4 Comments

Math teacher

It was my first job after college, and I was working as a writer for a British ad agency. I’d been asked to come up with a new campaign idea for one of our B2B clients and had developed something I was pretty excited about. However, when I presented My Big Idea to the decision-maker on the account – a smart marketing guy that I admired immensely – he wasn’t impressed. Instead, he just made … [Continue reading]

Filed Under: Marketing & Sales Messaging Tagged With: B2B Messaging, Marketing Message, Presentation, Sales Message, Sales Presentation

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Articles

  • Steal this page from the disruptor’s playbook
  • Avoid the Guesswork Gap
  • Bring a villain to your next pitch
  • Five best practices that are killing your pitch

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