2 min read

Top 2011 Sales Problems - Show Benefit/Value, Differentiation

By Mark Gibson on Fri, Apr 29, 2011

This year's, top sales performance problems that sales leaders are investing in solving are - ability to show benefit/value, closely followed by differentiation from competitors.

Topics: value proposition differentiation messaging buyer-persona
2 min read

HubSpot Partners Combine to Create Value for Software Start-up

By Mark Gibson on Mon, Feb 22, 2010

On Monday two weeks ago we received a surprise call from a prospective client who was running a HubSpot trial. We started the trial to gather data to make the business case for an investment in our Sales and Marketing Messaging Alignment process , HubSpot, and our HubSpot implementation support.

Topics: inbound marketing hubspot buyer-persona
2 min read

Sales & Marketing Performance Tip - Define Your Perfect Prospect

By Mark Gibson on Tue, Feb 09, 2010

Sales and marketing aligning to define their perfect prospect is one way of improving lead generation and getting more from marketing investments, according to CSO Insights 2010 Sales Performance Optimization Survey of more than 2800 companies.

Topics: CSO Insights marketing messaging buyer-persona
3 min read

2010 CSO Insights Survey: I Want Inbound Leads, Marketing Alignment

By Mark Gibson on Tue, Feb 02, 2010

CSO Insights * yesterday released their 16th. Sales Performance Optimization Survey of more than 2800 Chief Sales Officers (CSO's) around the World from many different industries.

Topics: CSO Insights marketing messaging buyer-persona
3 min read

How to Create Messaging that Fuels Inbound Lead Generation

By Mark Gibson on Fri, Jan 22, 2010

Most marketing executives will have lead generation close to the top of their list of goals in 2010; however generating quality sales leads has never been harder, or easier - depending on your strategy.

Topics: inbound marketing marketing messaging buyer-persona
4 min read

Differentiation vs. Competition - a Guide to Achieving it

By Mark Gibson on Wed, Aug 19, 2009

The following is a true story extracted from a recent call in a company, possibly just like yours.

Julie, a sales rep from ABC Software, just got back from an initial meeting with a prospective client who registered interest in your products on your Website. Your inside sales team spoke with the prospect and qualified interest in a meeting to discuss ABC application usage in Acme. Julie's Sales Manager, Bob, asks "So how did the Acme meeting go?"

Topics: sales performance differentiation buyer-persona
2 min read

World Wide Rave reaches St Andrews, Scotland

By Mark Gibson on Fri, Mar 20, 2009

David Meerman Scott's new book World Wide Rave builds on concepts in his highly original "The New Rules of PR and Marketing" and creates a manifesto for massive inbound marketing success in marketing ideas/products/services over the Internet. Rich with anecdotes and stories from people who have created their own World Wide Rave, David inspires challenges and stimulates thinking which has profound impact for anyone selling or marketing anything. 

An overnight success - 10 years in the making, David's ideas are rapidly changing the way people market products and create PR. He describes himself as a recovering marketing executive having led marketing efforts at Knight Ridder and News Edge in the old World of Marketing and PR.

Every day in the technology business I see old-World examples which David highlights - marketers wasting time, money and precious resources on doing things the old way. Buying PR services, counting print impressions, spamming people with direct mail and email campaigns; hiring telemarketers to generate leads because their me-too Websites don't have sufficient inbound lead flow to feed the sales force.
Typically these companies are product-centric; you'll see product features and benefits (another sure sign of old-World thinking) on their site and the good stuff, their interesting ideas are under lock-and-key...you have to give your contact details to get it - so they can SPAM you with email and hound you with Telemarketers.

Topics: inbound marketing book review buyer-persona