Tag: sales

Not a support function

FabrizioLeave a comment

Don’t go to marketing with tasks. Go to marketing with ideas.

As marketing owns many of the communication channels of a company, marketers often find themselves swamped with (last minute) requests to push out this or that message. An upcoming webinar. The latest integration. A landing page. A logo to add somewhere. The next newsletter.

Approach marketing with ideas, instead. Ideas are broader, they give marketers the possibility to prioritise, plan, create. They stimulate ownership and foster better organization.

Marketing is not a support function.

Give before you ask

FabrizioLeave a comment

You have to give before you can ask.

Lead with your expertise, your point of view, your research, your data, your guests, your knowledge before you actually ask to sign up. Even better, never ask. Set up a vision for your world so unique and appealing that people will want to be part of it without you even having to ask.

Sometimes you might get lucky. You might have people onboard before you have to do anything. That “free trial” banner might get enough curiosity for it to actually have an impact on your top line.

But don’t let luck misdirect you.

You have to give before you can ask.

What do they care about?

FabrizioLeave a comment

When you think of differentiating from the competition, whether it is for a product or a job application, the question you should focus on is:

What does my customer most care about?

You might be absolutely the best at doing something, have more vision than anyone else in the market, be the cheaper option. But if that’s not THE critical thing for your customer, you will lose nonetheless.

And perhaps your customer still does not know that your uniqueness is something they will greatly benefit from.

In this case, you have a choice to make: you can try to educate them or you can leverage their emotions with a powerful story of how the future looks like.

Educating very rarely works.

One piece is many pieces

FabrizioLeave a comment

A piece of content is many pieces of content.

A webinar is a webinar, and it is also a blog post, short clips for social media, multiple banners for different campaigns, an infographic with insightful numbers.

A case study is a case study, and it is also multiple blurbs for your landing pages, a script for a video explainer on the impact of your product, copy for campaigns, testimonials for your social posts.

A video tutorial is a video tutorial, and it is also a blog post good for people trying to figure out what your product can do, screenshots for a knowledge base article, on-boarding content for new employees.

The reason why you need a content engine is not to produce more content, but to make the most out of the content you already have or are about to have.

That’s what makes the difference.

Sales and Marketing

FabrizioLeave a comment

The leads we are getting are no good.

Sales reps do not know how to sell.

This is a common exchange in B2B. And it’s where most strategies and plans go to die.

Try changing the approach to the following.

What information might we benefit from to get better leads?

What information might we need to close more sales?

You know the saying, two pairs of eyes are better than one. Imagine two pairs of eyes, two experts, two brains, two departments focused on solving the same problem.