Subscribe in a readerDoing well in a downturn? It’s a (Fe)breeze!
Mike Marn | B2B Selling | May 21st, 2008
You’ve seen articles in plenty of places (including this blog) on how to survive the economic downturn. And the advice is interesting, with the messages that different sages are delivering. It seems you should:
Curtail spending…or spend boldly to gain share.
Focus on your core business…or diversify more.
Prospect heavily; potential clients are desperate … or prospect less; concentrate on keeping current customers happy.
See? The answer is simple.
But permit me to throw one more thought on the pile. The fact is, some brands and companies do well during tough times. And B2B marketers might learn a few things if they looked more closely at the sometimes less-than-obvious reasons why. (more…)
B2B Illustrated: The Long Sales Cycle
Galen De Young | B2B Selling | March 27th, 2008
Sell to people, not job titles
Mike Marn | B2B Selling | February 15th, 2008Maybe you remember the old TV show or the line that it made relatively famous: “Kids are People, Too.” Well, for those of us whose businesses involve selling products or services to other businesses, we might do well to remember, “Job Titles are People, Too.”
Consumer marketers learned long ago that a target audience is far more than a demographic profile. And the more personal and resonant the message, the better the response to it. Those of us in B2B marketing have been a little slow to catch on. (more…)