B2B Marketing Mindset

Bringing in an outside facilitator is often thought to be the domain of the Fortune 100/500 crowd, however many small and mid-sized businesses work with facilitators regularly in my experience. Having someone with specific skills in facilitation with added subject matter experience (for example a marketing facilitator) results in team collaborations that work. A skilled facilitator can deliver: 1....

What does “value” mean to you and your customers? Can you describe it? I think companies have flogged the word “value” to the point where we have practically lost track of what it actually means to develop, enhance, and deliver VALUE. It’s become a buzzword. Today we talk about the marketing mechanisms and methods to enhance value perception – how the market perceives your offering in terms of its...

Today we are talking to Amy Erato of WE Benefits about the sometimes controversial Net Promoter Score (NPS) – what it is, how to use it and how she has leveraged it to improve the customer experience. The Net Promoter Score (NPS) measures satisfaction and loyalty by asking customers how likely they are to recommend your product or service to others on a sale of 0-10 – it’s quick, easy and has beco...

In this ‘cast Bill Lowell and I discuss one of the biggest challenges in Business-to-Business marketing: Messaging.  Many companies struggle with communicating their true greatness to the market, and developing a clear message is crucial to successful marketing. You’d think after so many years in the business, that developing a solid message for a given company would be easy, but frankly, it isn’t...

This week’s podcast shares how to properly leverage subject matter experts or “consultants”. Too often clients unknowingly sabotage themselves with regard to deriving value from the work of the consultant, advisor or expert. They don’t know how to USE that third party expertise and apply it to their business in tangible ways. Much of this disconnect is how “consultants” are perceived by many peopl...

66% of CEO’s report they struggle with imposter syndrome. In this podcast, we discuss the intersection of thought leadership and it’s natural kryptonite “imposter syndrome”. I’ll take an imposter syndrome test live on-air and we’ll share insight from our combined 60 years as thought leaders. If you sell expertise and are working as a thought leader or implementing a thought leadership strategy, yo...

Today Bill Lowell and I discuss Relationship Marketing. I can’t count the number of times I’ve heard somebody say, “Marketing doesn’t work for us. Our business is all relationship driven.” And I think to myself, “How unfortunate, this otherwise intelligent person has no idea about the potential of using marketing approaches to drive more referrals and maintain longer, more profitable relationships...

Today we take a critical look at the future of Artificial Intelligence in sales and marketing. Our guest is Bill Leake with Apogee Results together with my co-host William Lowell. A.I. tells us that the dangers of…uh…itself include: 1. Job Loss: There are concerns that AI will automate many marketing tasks, leading to job loss for human marketing professionals. 2. Data Privacy: AI systems rely on...

In this podcast I’m telling the truth about nasty networkers – the folks you hide from and mock behind their backs. My friend, Scott Ingram did a survey a few years back about what people hate about networking and bad networkers. Here I’ll be expanding on eleven horrible, nasty, nauseating mistakes people make that makes everyone else hate networking. 1. Selfish. Not interested in helping others....

Today my guest is Dan Klopp and we are talking about a topic that is sure to confuse and amuse. There is a huge difference between a “market expert” and a “marketing expert” and if you get them mixed up – that’s probably going to be an expensive mistake.