What if your reps have 1,400 sales assets to choose from – but no core message? According to Forrester, this really is how many sales assets the average company has. (Not to mention who-knows-how-many different marketing assets.) Even if you’re a mid-market B2B company, you probably have more sales decks, one-pagers, playbooks, and online content than your teams know what to do with. So, it’s hard to imagine anything could possibly be missing in your … [Continue reading]
Messaging and Positioning
Friday Finds: Quick takes on hardworking messages found in the wild
Friday Find #36: What Coke’s giant World Cup billboard teaches B2B brands We spotted this message at a World Cup event and thought it was really refreshing … This giant sign could’ve just said, “Coca-Cola.” But that’s not a message – it’s a name. So instead of paying big bucks for logo placement alone, someone decided to tell a story. The takeaway? Whether you’re sponsoring the world’s largest sporting event or a B2B trade show, your name … [Continue reading]
Steal this page from the disruptor’s playbook
We live in a world of disruptors. And they’re in every industry – from mattresses to razors to car dealers. But look at what makes them so outrageously successful. It’s more than their disruptive business models and technologies; it’s the disruptive way they talk about what they do. Companies like Casper, Harry’s, and Carvana excel at this. And here’s how they do it. How Visible disrupted me I recently had a stop-and-rethink experience when I … [Continue reading]
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