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]
Cause
Don’t be another voice in the Competitors Chorus
Many of your competitors are singing out of the same songbook. And there’s a chance you might be joining the sound of their familiar chorus. In a world where 86% of the value propositions salespeople present are missing their mark*, you’ve got to differentiate your sales message to survive. Here’s a quick self-assessment to find out whether or not you’re singing in the Competitors Chorus. Does your B2B sales message include any of the following … [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]