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]
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]
Five things that don’t keep your prospects up at night (Hint: they’re in your capabilities deck)
I get more sleep during capabilities presentations than I do some nights at home. The first five slides usually do it for me. That’s where all the corporate overview stuff normally goes (“and here’s a map showing the locations of our offices in North America”). There must be an unwritten rule that you start every presentation with your least compelling slides. I think there’s a better way. How many slides does it take to put … [Continue reading]
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