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Value > Cost + Risk + Effort
“I showed the buyer why my solution was so valuable. We had clear, provable ROI. So, why didn’t they move forward?” That’s a pretty common hangup for marketers and sellers. We think that because we’ve demonstrated value the conversion to an SQL should happen. And that SQL should just keep on marching through to close.…
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Using Internal Data for “Higher Intent”
Stuck deals are everyone’s problem these days. Slow-moving, stalled opportunities that sellers can’t unlock. Internal politics, lack of perceived value, and prioritization are all major issues. An approach that go-to-market teams can turn to is to take the next step beyond “buyer intent” to “higher intent” data. Higher intent data is the intelligence that comes…
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Relevance > Personalization.
What kind of subject gets a prospect to open their email? What intro line gets someone on a cold call to stay on the line? It’s a message that’s relevant to the recipient. What is a relevant message? Too often we think first about personalization. But personalization is just a part, an important part, but…
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The Opposite of the Long Tail and What it Means for Marketing
“Little Caesaring” – the opposite of the long tail – is happening everywhere. And I love it. A YouGov poll found that the top three preferred pizza toppings are pepperoni, sausage, and extra cheese. So, it’s no wonder that Little Caesar earned their rep with standard cheese and pepperoni pizzas in one size – hot…
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Give Your Audience Permission to Accept Your Position
Sometimes your message isn’t as clear as it should be. You might need to give your audience “permission” to get it. What do I mean? You might know that my wife is a music teacher and my kids have been in a bunch of incredible musical theater productions over the years. I’ve been in precisely…
Peter Mollins on Marketing 