Sales Playbook Essentials in Brief
The why, how, and when of creating sales playbooks for B2B companies including how playbooks differ based on your sales model.
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The Seven Infectious Diseases of B2B Marketing - And Their Cures - eBook
There are 7 problems so rampant in B2B companies that they seem infectious, passed along as marketing people switch companies or work with contagious agencies. Treatment, however, is available. Here are the 7 diseases, their symptoms, probable causes, and suggested remedies.
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Don't Make These Value-Proposition Mistakes
You think your value proposition is as strong as it needs to be because you are making sales, right? But you may be selling in spite of, not because of, your value proposition.
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How to Get Your Message Heard in a Crowded Market
In the Harvard Business Review article "Marketing Malpractice: The Cause and the Cure,innovation guru Clayton M. Christensen and Intuit cofounder Scott Cook share important lessons about developing and differentiating products in today's crowded markets, including crafting the most effective messages. Here's how to apply those lessons to B2B marketing.
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How to Capture Your Company's Essence in 15 Words
As a B2B company, you may never air a 15-second message on NPR. But distilling your company description to its essence is a powerful goal. It will force you to jettison the jargon and superlatives. And your message will resonate all the more with prospects.
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Is Your Homepage Overwhelming and Underperforming?
Are your website visitors like tourists strolling through Times Square on their way to a matinee with little time to spare, or are they a captive audience willing to watch and absorb all you hope to communicate? Websites increasingly appear to assume the latter, but Web-analytics data prove the former.
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How to Brand a B2B Company
Branding in B2B markets is certainly more than finding a clever name for a product or company. Successful branding requires discipline and focus. Here are 5 lessons for branding B2B companies.
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Secure Your Prospect Base—Send in the Marines
Sales and marketing people have a bias to cast a wide net, hoping bigger numbers will work in their favor. Small numbers can be very scary. But facing the facts helps you do battle where you have the best chances of winning and results in fewer casualties.
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Lies, Damn Lies, and Marketing Metrics
Most B2B marketing organizations don't have massive budgets or state-of-the art information systems. For these organizations, the key to useful metrics is to figure out how to make best use of the imperfect data available.
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Subscription Pricing is Not a Silver Bullet
Especially in maturing markets, executive teams are discussing subscription pricing as a possible solution to revenue woes. Here's a quick overview of subscription pricing to enable CMOs to participate in these discussions with confidence.
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B2B Branding: Consumer Branders Need Not Apply
B2B marketers sometimes talk about B2B branding as if it were just like branding Coke. Inappropriately applying the techniques used by B2C companies to B2B companies, however, can result in painfully expensive mistakes. Here are 6 key distinctions to be aware of when devising branding strategy and tactics.
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Keys to Making Your Offsites Effective
Companies use offsite meetings to recharge management and set clear goals and tactics. But is your company getting the most out of this time?
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Getting Messaging Right Workbook
This workbook is to accompany the Getting Messaging Right presentation
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