I recently sat down with Scott Alexander from Jairus Marketing for another insightful discussion about a topic that resonates deeply with both of us: shifting from a founder-led business to more sustainable business models. This is especially relevant for early-stage companies, particularly those in the healthcare sector where the CEO is vital as both the visionary and primary salesperson.
Tue, Mar 21, 2023 — Microsoft’s recent announcement on adding ChatGPT AI Technology to Bing must be sending warning signals to Google on the future of search marketing. With the integration of ChatGPT in Bing, the search engine will be able to provide results in a natural language – more conversational than a list of links that is today’s norm.
Tue, Feb 28, 2023 — By: Carol Eversen and Jeff Loeb Part 4 - Getting Started with ABM In part 3 of our four-part ABM blog series, we explored the technologies available to support ABM and articulated how different tech stack elements can be leveraged to support your ABM program. We also provided thoughts about the essential elements of reporting for an ABM initiative. In part 4 we focus on the best strategies for ABM programs and offer a framework to help determine whether ABM is right for you, and, if so, the flavor of ABM to deploy. We also provide practical advice about how to get started with an ABM pilot program.
Tue, Feb 21, 2023 — By: Carol Eversen and Jeff Loeb Part 3 - Technology and Reporting In part 2 of our four-part blog series we explored the core tenet of every successful ABM initiative – orchestration and personalization across sales, marketing, and customer success teams. Part 3 delves into the technologies available to support ABM and helps articulate how different tech stack elements can be leveraged to support your ABM program. We also provide thoughts about the essential elements of reporting for an ABM initiative.
Mon, Feb 20, 2023 — What are sales enablement tools and why should I care? We are hearing more and more today about the rise of Sales Enablement tools, many AI driven, that accelerate and enhance the Sales Team’s customer outreach. What exactly are Sales enablement tools? Sales enablement refers to technology and related applications that are designed to help your Sales Team do their job more efficiently. It’s more than just call tracking, these tools educate and coach your Sales team making them much more effective in real time. Most integrate into your existing CRM solution while others can stand alone. Through apps, they can facilitate an automatic linkage between your other Marketing and Sales tools, providing visibility into your KPIs and strategies. With 43% of B2B buyers reporting to Gartner that they prefer a “seller-free” experience, Sales Enablement tools are becoming a necessity in the modern Sales Organization for B2B and B2C sellers.
Tue, Feb 14, 2023 — By: Carol Eversen and Jeff Loeb Part 2 - Orchestration and Personalization In part 1 of our four-part ABM blog series we shared the core pillars of an ABM program, highlighted the goals and strategies you should consider, and provided guidance about selecting your target accounts and building your Ideal Customer Profile. In part two we explore the core tenet of every successful ABM initiative – orchestration of activities across sales, marketing, and customer success teams.
Tue, Feb 7, 2023 — By: Carol Eversen and Jeff Loeb As fractional CMOs with deep experience implementing ABM across many B2B companies, we see a pattern emerging: business leaders have very different perspectives about what it takes to implement ABM and how to get started. And most opinions seem to be informed by solution vendors rather than defined by the business challenges at hand. This series of blog posts will guide you through the core pillars of ABM, when ABM should be used and with what approach, and share best practices to get started on a successful ABM journey. You’ll learn about the strategies to consider, the enabling technologies to prioritize, how to measure ABM efforts effectively, and how to get started and reduce risks.
Thu, Jan 12, 2023 — By: Rich DePencier and Scott Wright After the bubbly has lost its fizz, and the first quarter is – ready or not – swinging into motion, thousands of SMB owners, founders, and CEOs are looking to encourage and cajole their senior leadership to finalize their 2023 plans. But, framed against the backdrop of economic headwinds, hiring challenges, and political headlines, this year’s planning process is taking on a whole new sense of urgency. Rather than mapping out a strategy for maintaining the status quo or eking out incremental growth, it is clear that 2023 requires a dig-deep mentality. The question you may be asking as you face what’s to come is: What is my company’s next “big idea” -- and how will I get the team to achieve a loftier set of goals?
Fri, Jan 6, 2023 — If you know the difference between a watery, burnt, drip cup of coffee and a delectable, creamy cappuccino, you have all you need to build your business-to-business (B2B) company to new levels of success. Certainly, it takes more than a shot of caffeine to grow B2B sales, revenues, and relevance – but there’s a story brewing here that we believe holds the secret to relevance in today’s marketplace.
Fri, Sep 23, 2022 — Blog 1: Breaking Down the Wall Between Success and Failure It starts with a dream – perhaps hatched in a home kitchen, or concocted in a plastic Gatorade bucket. The ideas of countless aspirants – hoping to bring a food or beverage product to the masses – start with a “pinch of this,” a “touch of that,” and a truckload of sweat, muscle – and prayers. Despite these dreams, struggles, and countless hours at tastings, state fairs, and in the boardrooms of grocers, only about 5 percent of aspiring food and beverage products ever find mass-market success.