May 2019

Happy customers are a marketing force

Ninety percent of respondents to a Zendesk survey said that positive reviews influence their buying decisions. Testimonials are persuasive because they are a powerful form of social proof, says Kaleigh Moore, who writes about content marketing. However, for some companies, getting testimonials can seem more difficult than getting the sale. Moore offers these tips:

Time to prioritize customer referrals

The voice of the customer is everywhere these days. Just look at the number of customer reviews and ratings available each time you purchase an item or service online. And the power of customer endorsement isn’t confined to the consumer world. It’s equally powerful in business-to-business marketing.

Building a great content marketing campaign

Good content marketing can get your company noticed, build awareness and drive your audience to conversion. However, creating a good content marketing campaign is not so easy. If you know the most important components of a successful content marketing campaign, you can build it more easily. Here are seven tips to keep in mind.

Three pillars of effective marketing

Marketing plays a more vital role than ever in the buying process. A majority of B2B buyers are already 57% of the way through the buying process before even connecting with a seller (Accenture, 2018). Yet 90% of buyers are willing to engage sellers earlier if the seller is providing real value (CSO Insights, 2019).

B2B brands must prepare to address today’s high-stakes issues

Eight in 10 business leaders would end a relationship with a partner based on the failure to address high-stakes communications issues, such as data security, income and wage gaps, or sexual harassment, among other wide-ranging issues, according to a new study by global communications agency Hotwire.

Fail your way to success

If you want to be successful, says Bill Wooditch, you have to fail more.
“Fail More” is the title of Wooditch’s new book, in which he asserts that inside every success there are remnants of failure, and in every failure there are pockets of success.

Sales enablement is more than training

Many managers equate sales enablement with sales training, but it’s much more than that, says Elay Cohen, CEO and co-founder of SalesHood, a provider of a sales enablement platform. Sales training is a subset of sales enablement. Thinking about it the wrong way reduces revenue impact. Cohen offers five reasons why sales enablement is more than just training.

E-commerce isn’t just a B2C thing

The B2B e-commerce market is growing rapidly. Forrester predicts it will reach $1.8 trillion by 2023, accounting for roughly 17% of all B2B sales in the U.S.

Management isn’t learned by osmosis

The transition from salesperson to manager is neither easy nor natural for most people. Most newly promoted managers haven’t recruited, coached, energized and retained a team of salespeople. Even those who excelled in sales may lack the critical competencies that are essential to effective management.

The future of B2B sales: lean and in teams

What will sales divisions look like in the future? With increased competition, the rapidly expanding role of technology in the sales process, and factors such as digitalization impacting every step of the process, sales transformation specialists at Simon-Kucher & Partners predict: