In this PitchMaps Leaderview, Rachel Spasser, previously CMO of Ariba and now CMO and Operating Principal at Accel-KKR, discusses how B2B marketing has changed in recent years – and what it takes to win in today’s world. Below is an edited transcript of our conversation with Rachel. PitchMaps: Could you tell us a little bit about your background, and what you’re doing now? Rachel Spasser: Sure. I’ve been in business development, marketing, and sales now … [Continue reading]
How to explain what you do in eight seconds or less
There’s a stat floating around the web that the average attention span of a human in 2013 was about 8 seconds – down from 12 seconds in 2000. According to the same sources, the average attention span of a goldfish is 9 seconds. As it turns out, that may not be entirely true (even though it’s been quoted by some pretty credible sources). However, when you take a closer look at the numbers, there’s an … [Continue reading]
Hedgehogs, chasms, and how to make your complex message stick
It’s a tall order. How do you get your overworked, always-connected, crazy-busy prospects to actually remember your value prop? Especially when it’s a complex B2B message. They’ve already got too much on their minds. How can you make your message stick? There is a secret. Scientists, politicians, authors, and academics have been using it for years. Yet, it’s so simple that it often gets overlooked in sales messaging. What’s the secret to making your complex … [Continue reading]
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