AI’s Competitive Advantage is Not What You Think
Generative AI presents B2B marketers with a rather unique opportunity — to establish an unassailable competitive advantage. Here’s the catch: You need to have what it takes to seize this opportunity and make it yours. There are 3 critical success factors. You need to:...
You Say You’ve Got an Evolution
This is the third time in the last 20 years that I was certain that it was the end of the world, with a Cormac McCarthy novel waiting on the other side. We learn to cope, I suppose. We evolve. Emphasis is on the word learn. Here’s what I learned: Things are never the...
There’s no app for this
How do you keep your brand relevant during these tough times? Here’s clue #1 – this is not a selling opportunity. My advice is all in this one word – empathy. Be open and out there, engage with your customers as humans. Do more listening than talking. In this post, I...
A Crisis is a Terrible Thing to Waste
Interesting, this sitting here at home trying to stitch back your professional life, and perhaps your company. Who knows what the world will look like tomorrow? Given that we’re basically in the business of connecting you and your customers, we’d like to suggest one...
What I Learned about B2B Marketing from Ludwig Mies van der Rohe (with a nod to Gustav Flaubert)
For sure, you’ve heard the old saying, “the devil is in the details”. It has certainly been my experience that the smallest, most hidden detail that you overlook can come back and bite you in the ass. “God is in the details”, mostly attributed to the architect Mies...
How to dramatically increase qualified traffic to your website, without spending a dime
We’d like to suggest a minimal effort that can bring big traffic to your website. It’s called a Super Extraordinary Opportunity, or SEO. Most know this as Search Engine Optimization, but few understand what it does or how it works. Many don’t even bother with SEO...
Today’s Opportunity for Training Suppliers: Survive and Thrive
Now is a time of great opportunity for training suppliers that are willing to turn on a dime and focus their efforts on our new reality. Everyone has suddenly gone remote, ending traditional classroom training, at least for a while. As a training supplier, you now...
Finding Your Compelling Competitive Differentiation in B2B
What is it that really distinguishes you, that separates you from the bunch, that makes your prospects sit up and take notice, and your competitors sit down in despair? Let’s talk about your competitive differentiator If it’s price, you’ve got a big problem, because...
Why You Should Not Charge For Customer Training
Why? Because it makes good business sense, especially if you are a SaaS company. Let me explain. Many of these companies take a short-term view and want, or say they need, to emphasize revenue on a quarter-by-quarter basis. Their view is that training costs money,...
What’s Your Competitive Differentiation?
As you look at the marketplace, what really distinguishes you from the rest of the bunch. If it’s price, you’ve got a big problem, because cornflakes compete on the basis of price. It means that you win if you are the lowest cost provider, and are faced with...