FEATURED ARTICLES

  • Using Optimism To Help Achieve Your Goals!

    Long before Lindsey Vonn and Mikaela Schiffrin, there was Billy Kidd. Billy, along with teammate Jimmie Heuga, were the first Americans to ever win Olympic medals in alpine skiing. Billy Kidd loves skiing, and he has a contagiously optimistic spirit. But passion and optimism alone weren’t enough to win championships and earn legendary status.

  • Are You Suffering From Happy Ears Syndrome?

    Happy ears syndrome is the tendency to only hear what we want to hear. It is often associated with salespeople but all of us can be inflicted with this problem much to the detriment of ourselves and our organizations.

TRAILBLAZER INTERVIEWS

GUEST CONTRIBUTORS

  • When creating your customer persona there are two main camps that organizations fall into. Those that have customers and those do not have customers or at least very few. If you fall into the group with customers that is great, but it still does not mean you are finished, in fact it could be the recipe for disaster. 

  • Business-to-business sales professionals are no strangers to innovation. The last decade has seen a shift to Zoom meetings, the rise of hyperscale data vendors, and modern RevOps. The days of smiling and dialing and wining and dining aren’t over, per se, but things are markedly different. Enter the next disruptor: artificial intelligence and ChatGPT in particular.

  • Today it seems that every business is engaged in some sort of content marketing initiative, which means that in addition to pitching products or services via traditional marketing methods, companies also are producing content to help inform, educate and even entertain their audiences. But because there’s some confusion about what content marketing actually is, many businesses aren’t as effective as they could be in their content marketing efforts. 

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  • Customer-Centered Content Marketing - Part 2

    It is important to understand that potential buyers are on a journey to solve problems, not necessarily buy something. If you want to be considered as a solution provider, you must be a helpful participant in their problem-solving journey, the entire journey.

  • Customer-Centered Content Marketing Part 1

    Here is the problem that many of us have. We define the B2B buyer’s journey in three stages: awareness, consideration, and decision. And we define awareness as when a buyer becomes aware of us and our solutions. We then develop content strategies focused on our own products and services which is what buyers seek in the late stages of their journey. We miss the opportunity to build trust with buyers when it is most critical. What we need is a content-marketing strategy that is aligned with the real buyer's journey.

  • The Real Buyer's Journey

    The single force that has disrupted the way B2B solution providers market and sell is also the most critical to business success, buyers. As buyers discovered and embraced on-demand, digital content to help them solve problems, not make purchasing decisions, they pushed long-held B2B marketing traditions aside, rendering them obsolete.

FYB METHOD

  • Life Science Connect, the parent company of Follow Your Buyer, has had a front row seat for the past several decades for the evolutionary transformation of the buyer's journey. Here is what we learned!

  • The single force that has disrupted the way B2B solution providers market and sell is also the most critical to business success, buyers. As buyers discovered and embraced on-demand, digital content to help them solve problems, not make purchasing decisions, they pushed long-held B2B marketing traditions aside, rendering them obsolete.

  • Here is the problem that many of us have. We define the B2B buyer’s journey in three stages: awareness, consideration, and decision. And we define awareness as when a buyer becomes aware of us and our solutions. We then develop content strategies focused on our own products and services which is what buyers seek in the late stages of their journey. We miss the opportunity to build trust with buyers when it is most critical. What we need is a content-marketing strategy that is aligned with the real buyer's journey.

  • It is important to understand that potential buyers are on a journey to solve problems, not necessarily buy something. If you want to be considered as a solution provider, you must be a helpful participant in their problem-solving journey, the entire journey.

THOUGHT FOR THE WEEK

BOOK RECOMMENDATIONS & REVIEWS

9-27-23 Selling to the c-suite

 

At the top of our list of valuable, must-read books for B2B leaders, marketers, and sales professionals is “Selling to the C-Suite” by Nicholas A.C. Read and Stephen J. Bistritz. Here’s why we recommend it.

Selling To The C-Suite, Not Your Typical Sales Formula Book