Repeat after me: I will not miss another ski trip. Or holiday dinner. Or football game. Or high-school musical. Now say it again, but this time with feeling. I’ve led…
Read Moresales enablement
What is Sales Enablement, Anyway?
The other day I was invited to speak on retention marketing as part of a 3-webinar series on sales enablement. It got me thinking: What is sales enablement, anyway? I…
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The untapped potential of video for sales enablement
“Tech Providers Will Pay Far More Attention to Sales Enablement” was one of “10 Fearless Predictions for B2B Tech Sales and Marketing in 2017” from Gartner technology marketing analyst Todd…
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Do you need different kinds of video for sales enablement?
Vidyard recently published an infographic that cleverly maps 12 types of video productions (explainers, product info, chalk talks, personalized, etc.) to the customer life cycle and suggests appropriate levels of production…
Read MoreReal examples of how account-based marketing & selling is driving higher revenues on LinkedIn
Many social media and social selling experts say “volume” is the key to success on social media platforms like LinkedIn. In an article in Content Marketing Institute’s magazine, Jonathan Crossfield…
Read MoreUsing contests to boost sales enablement
When you want above and beyond results from your sales team, you need to offer above and beyond compensation. One way to do that is by having contests. Contests are…
Read MoreB2B marketing is falling down on the Job
I heard a horror story the other day from a consumer packaged goods executive ranting about a meeting with a vendor. “I gave the guy an appointment, and he spent…
Read MoreLet your B2B content run free–the case against gating
Yesterday, in this very space, my friend Ruth Stevens made the case for “gating content”–placing your best stuff behind a registration or contact form so that you mine your Web…
Read MoreTo gate or not to gate, that is the B-to-B content marketing question
There’s a spirited debate in B-to-B marketing about whether it’s best to give away information (aka “content,” like white papers and research reports) to all comers, versus requiring web visitors…
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