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Create a Coachable Moment
Did you know that Florence Nightingale invented the pie chart? That innovation was created as a way to shock a resistant bureaucracy into making changes that eventually saved millions of lives....
View ArticleFour Secrets to an Awesome Analyst Day (1 of 2)
Anyone who works with analysts should stencil on their forehead this advice from Seth Godin: to paraphrase the sub-title of Godin’s book Permission Marketing, analyst relations is a two-step process –...
View ArticleFour Secrets to an Awesome Analyst Day (2 of 2)
Why are Sybase’s analyst days considered best-in-class? In my first post on this subject, I revealed secrets one and two. This post features secrets three and four. Producing great analyst days...
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Ideas for Winning on the Buyer’s Twisted Path
Marketing and sales models that assume a logical, linear, path to a closed deal don’t tell the full story. Enterprise buying is convoluted. Digital and social media have further twisted an already...
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Rethinking the Influence of Peers
One of B2B marketing’s accepted truisms has been that our customers trust their peers more than any other source of useful buying advice. But is it time to reexamine this perspective? Earlier this...
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The Right Kind of Social Network for Behavior Change
Viral ad campaigns, such as the Old Spice wildfire, get marketers’ attention. We dream of creating runaway popularity. But if our real goal is a product sale – not just attention – then viral-envy may...
View ArticleSocial Media and Negative Opinion:Tell the Whole Story
It’s so easy to get your reputation smeared in social media that many companies have come to fear it. And they should, according to Mike Kelly, CEO of Techtel Research. In this video, I interview Mike...
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Social Media and Your Sales Team: Help Them Link In
Some sales people feel that social media is waste of time. Yet, one of marketing’s jobs is to link the sales team into the company’s digital dialog with buyers. LinkedIn plays an important part of...
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Lead Nurturing: The Right Time for Saying the Right Things
Benjamin Franklin could have given this sage advice to marketers designing lead nurturing campaigns, “Remember not only to say the right thing in the right place, but far more difficult still, to leave...
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What Opens an Executive’s Wallet?
After our Marketo Revenue Masters webinar called ‘From No Budget to Signed Deal Using Provocation-based Selling’, Marketo sales SVP Bill Binch and I received a number of follow-up questions from the...
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