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Do Emotions Matter in B2B Sales?

Written by Wednesday, 03 February 2016 00:00
Do Emotions Matter in B2B Sales?
“Humans are wired to connect with each other. And we connect with one another by feeling, not thinking. …Emotion is now increasingly recognized as the key to moving hearts and minds,” Helio Fred Garcia, author of The Power of Communication B2B buyers are a rational bunch. After all, they’re making decisions about business. That’s not emotional. That’s not personal. It’s simply a matter of tallying up the business benefits, weighing them against the price, making some tradeoffs and coming up with a sound business decision. So says traditional thinking. There is, however, a problem—it’s not true. And there’s research from The Corporate Executive Board Company (CEB) to prove this. They conducted an extensive study, including responses from 3,000 B2B buyers. It showed that personal considerations, including emotions, trump business considerations in decision making.
How to Maximize Results from the Most Effective B2B Content Marketing Tactic
“Productivity is never an accident. It is always the result of a commitment to excellence, intelligent planning, and focused effort,” Paul. J. Meyer, founder of the Success Motivation Institute The Most Effective Content Marketing Tactic When you think of content marketing, do online tactics come to mind—e-books, white papers, emails and more? If so, it’s not surprising. That’s where a lot of the marketing action is today. Given our focus on all things web-related, it may come as a surprise to discover that the number one content marketing tactic is good old-fashioned in-person events. That’s according to research conducted by the Content Marketing Institute and their partners. When they asked B2B marketers what their most effective content marketing tactics were, in-person events topped the list. Seventy-five percent of survey respondents said event marketing was the most effective form of content marketing. While in-person events are impactful, they are also a…

2016: The Year of the Human Touch in B2B Marketing

Written by Wednesday, 16 December 2015 00:00
2016: The Year of the Human Touch in B2B Marketing
In his newly debuting book, “The Human Brand,” Chris Malone and Susan Fiske talk about how human beings developed the split-second ability to judge people on their intentions and capabilities. It was a matter of survival for our ancestors. Today they write, we still judge people based on “these same two categories of social perception, which are known as warmth and competence.” When someone exhibits both qualities, trust develops. If warmth is lacking, suspicions and envy take over. If competence is not evident, we feel sympathetic. In the worst case, when someone is neither warm nor capable, there’s little chance for a budding relationship. The research presented in this book goes beyond the human-to-human relationship to the human-to-brand relationship. We judge brands by their warmth and competence too. Those perceived to have both attributes are more likely to develop deep, enduring relationships with their customers. Now that’s something to aspire…

5 Mistakes You Need to Avoid When Marketing IT Solutions

Written by Wednesday, 25 November 2015 00:00
5 Mistakes You Need to Avoid When Marketing IT Solutions
No one said that tech marketing was easy. After all, you’re trying to reach IT leaders — some of the busiest people on the earth. Not only that, other companies are hot on their trails too. Naturally, they’re seeking cover, doing everything they can to avoid vendors and stay focused on their never-ending to-do’s. Given the challenges of reaching your target audience, you need to have your marketing and sales ducks in a row. Where are marketers going wrong?
Outsourcing marketing tasks is a trend that’s here to stay. There are many reasons for this, including: Change in Marketing Functions Because of the influence of technology and the web, marketing functions are changing more rapidly than ever before. It’s hard for an internal team to keep up with the shifting environment as well as their business and the markets it serves. Today’s Integrated Marketing Requires Diverse Skill Sets You need high-level leaders to craft your marketing strategy and guide its implementation. Also, executing digital marketing requires an array of specialists. These include web designers and developers, content and copywriters, graphic designers and videographers. In addition, you may need gurus of social media marketing, marketing automation, conversion optimization, search engine marketing, search engine optimization, digital display advertising, email marketing and more. And digital is only part of the marketing equation. For B2B marketing, you have to add the human touch.…