Why Marketing Automation Makes Selling Easier

Marketing automation sets up the salesperson.  It assumes something that traditional sales does not: buyers prefer self-service until they are ready to buy. If you court your buyer too early, you can violate trust.  It is intrusive and unsynced with how they would prefer to move through the process of buying. At some point, aContinue reading “Why Marketing Automation Makes Selling Easier”

Connection Points

Businesses are built to deliver a promise.  The promise is a product or service which enhances your buyers’ life by solving a problem or bringing pleasure.  In and of itself, the deliverable is sterile.  It is expected.  There is no flesh and blood to it. The true connection points will come from your branding.  ThingContinue reading “Connection Points”

Marketing Automation Branding Game

The marketing automation vendors of today will consolidate into a couple of brands with a winner take all stakes game unfolding today.  Marketing Automation Software Guide published an article that provides some analysis and insight into the revenue and funding of today’s players.  It’s great analysis for seeing who has taken money and what the market shareContinue reading “Marketing Automation Branding Game”

Your Buyer And What They Care About

Everyone is not your buyer.  Everyone is not capable of saying, “Yes.”  If you are out there broadcasting a message without targeting it to someone concretely and specifically, then it is not only ineffective but costly.  Your brand will suffer from a lack of focus and connection to your buyer. Here are some steps toContinue reading “Your Buyer And What They Care About”

Niche Marketing Strategy For Inbound Marketing

If your offering is not a mass market appeal, then your niche marketing strategy needs to position your brand for a specific, narrow and identified buyer.  There are brands that appeal to the mass market.  GE light bulbs, Xerox copiers, Dell laptops and the New York Times are focused on the masses.  If brands likeContinue reading “Niche Marketing Strategy For Inbound Marketing”

Marketing Automation Campaigns To Set Up Your Salesperson

Marketing Automation is the step after you attract a visitor.  It is the nurturing which builds trust with a stranger.  The temptation and illusion which a traditional salesperson finds difficult to resist is selling too early when the buyer is not ready.  Marketing automation helps your buyer become ready for the sales conversation. Old Mindsets PrematureContinue reading “Marketing Automation Campaigns To Set Up Your Salesperson”

Four Brand Marketing Strategies For Your Products And Services

Your brand is far more important than your product or service. How a buyer or customer perceives you in the mind far outweighs what is already expected in your service.  We all expect quality products and great service.  Ask anyone what makes them special and the answer is typically something generic of this sort.  ThereContinue reading “Four Brand Marketing Strategies For Your Products And Services”

Bought Not Sold

Most products and services are bought not sold.  The old strategy of building up a sales team is dying.  It is based on the assumption that we need to be sold.  Think about the last dozen items you bought.  Were you sold?  Did the persuasion of a salesperson and their skills become the deciding factor?Continue reading “Bought Not Sold”