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Inaugural ABMie Awards Recognize 7 Top Performers in Account Based Marketing

by Dave Vranicar on Dec 22, 2016 11:38:47 AM

Account-based marketing is arguably the hottest trend in business-to-business (B2B) sales and marketing. But is it likely to outlast the initial wave of enthusiasm? This month brought one indication of its potential staying power. 

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Topics: B2B

Q4 Deal Triage: Time to Focus on Opportunities You Can Win

by Dave Vranicar on Oct 31, 2016 9:03:22 AM

For many sales organizations, the starting bell for Q4 sounded on October 1.  Now only two months are left. 

The heat is seriously on for any sales team that must stretch to achieve their year-end  number.

This article provides suggestions for how to perform something I call “deal triage.”

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Topics: B2B, complex sales

Content Marketing For B2B Complex Sales: 10 Ways To Help Win the Deal

by Dave Vranicar on Nov 17, 2015 12:18:56 PM

It's the fashion these days to write short, minimal content for business-to-business (or B2B) websites, even when the product or service is complex. The theory is that no one reads anymore. 

Nonsense.

Websites are mainly for reading, or at least for browsing.  When people make important decisions, they're hungry for information to guide their choices. They'll digest your content if you make it useful and interesting. 

This post is for people who work at companies that sell complex, expensive products or services to other businesses. It focuses on ways that your website and the content you offer on it should be different from those of companies that sell simpler products. 

Does your website provide enough of the right kind of information to help visitors make big buying decisions?

Hare are 10 suggestions to help you ensure that it does.     

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Topics: B2B, lead generation, websites, online marketing, complex sales, content marketing

B2B Sales & Marketing: Top 6 Research & Advisory Firms [Part 2]

by Dave Vranicar on Oct 29, 2015 1:31:21 PM

For B2B sales and marketing leaders who want to improve revenue generation, several first-rate research, benchmarking, and advisory firms can offer great ideas and counsel.

This is the second in a two-part series about the top six North American firms of this kind. 

This Part 2 covers CEB (Corporate Executive Board), Aberdeen Group, and Forrester Research. Part 1 considered SiriusDecisions, CSO Insights, and SBI - Sales Benchmark Index.   

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Topics: marketing management, B2B, complex sales, research, services

B2B Sales & Marketing: Top 6 Research & Advisory Firms [Part 1]

by Dave Vranicar on Oct 28, 2015 12:44:45 PM

Nearly every business-to-business (B2B) sales or marketing leader is asked hard-to-answer questions that deserve careful consideration: 

  • Are we doing the right things?
  • Do our sales and marketing teams have the skills they need? 
  • Does the company have the right performance metrics and motivators in place?
  • How much should a company like ours be spending on sales and marketing?
  • How should we organize our people and activities? 

When senior executives in your company ask questions like these, you want to think before you respond. 

Fortunately, a handful of advisory firms offer good ideas, backed by survey research and benchmarking studies. This two-part series provides an overview of the top six in North America.

All six firms provide varying amounts of free information online. For a fee, you can also turn to them for counsel and perspective. They get their insights from surveys, benchmarking studies, and experience working with companies like yours. They'll even custom-tailor their recommendations to your situation.  

Part 1 of this series covers Sirius Decisions, CSO Insights, and SBI - Sales Benchmark Index. Part 2 looks at CEB (Corporate Executive Board ), Aberdeen Group, and Forrester Research.

Each firm, you will see, has a somewhat different market focus and business model. 

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Topics: B2B, complex sales, research

Selling Software to Retailers: 4 Ways to Appeal to Elusive Executives

by Dave Vranicar on Jan 4, 2013 1:15:00 PM

How do you attract the attention of retail executives during their busiest season, weeks before their biggest industry trade show? This is the challenge of nearly company that sells software to retailers.

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Topics: retail industry, software marketing

B2B Social Media: What You Need to Know

by Dave Vranicar on Mar 3, 2012 6:33:00 AM

With more than 812 million users on Facebook at the time of this writing, social media are clearly more than a passing fad. As useful as social media have become for business-to-consumer (or B2C) marketers, what is their relevance for business-to-business (or B2B) marketing?

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Topics: blogs, social media, lead generation, trends, survey

Best Lead-Generation Techniques for B2B? Blogs Win

by Dave Vranicar on Feb 28, 2012 1:03:00 PM

Blogs are no longer an afterthought on most B2B websites. In fact, they've become one of the most cost-effective channels for generating sales leads in business-to-business marketing. Yet plenty of companies are missing the boat by not posting to their blogs often enough. 

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Topics: blogs, social media, B2B, lead generation

B2B Marketing Will See More Online Spending in 2012

by Dave Vranicar on Feb 19, 2012 2:47:00 PM

Nearly 9 in 10 business-to-business marketers say their budgets will grow or stay the same in 2012 compared with 2011. And online marketing is the biggest area of growth.

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Topics: social media, marketing goals, marketing budgets, websites, online marketing

Lead Generation Tops Priorities for B2B Marketers in 2012

by Dave Vranicar on Feb 15, 2012 1:40:00 PM

B2B marketers have said generating leads is their top goal for 2012. And converting qualified leads into paying customers is their biggest challenge. This is the finding of a survey of about 1,750 B2B marketers, conducted by MarketingSherpa in June 2011. (See chart.)

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Topics: B2B, lead generation, trends, survey, inbound marketing

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Quick Red is an eclectic blog at the intersection of B2B marketing, sales, entrepreneurship, agility, lean startup, and design thinking.  

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