I haven’t taken an official poll, but I’m pretty sure there’s one question B2B sales and marketing leaders ask us more than any other. It often comes up in the very first meeting with new clients or gets asked after we’ve spoken at an event. And it goes something like this… “Our company has all these different products and services. We’re in all these different markets. We’re talking to different decision makers with different responsibilities … [Continue reading]
How to turn your company’s big weakness into its best selling point
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]
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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