A partial list of the ones I see all the time (and mistakes I made myself): Not having a VP/Head of Marketing in place, not having 2+ sales reps in place, not knowing your “Zero Cash Date”, not addressing downtime, not driving your NPS up, the CEO not being the VP of Sales, chasing new customer segments, not finding a strong mentor.
Nothing demands more attention that emotionally-evoking words. No matter your industry, you can cherry-pick specific trigger words that evoke your readers’ emotions and, as a result, compel them to convert. One of the most powerful marketing principles is also key to writing effective copy and crafting effective messages: Logical arguments lead to a conclusion. Emotional arguments lead to action.
When businesses are building out their product-led strategy, when and how does marketing come into play? Helen Min discusses this question and the importance of investing in marketing (particularly product marketing) early on, as well as marketing to developers and the best advice she’s received from mentors.
Lesson 1: Slow page speed is killing your conversions. The average time for a web page to load is actually slower at the end of 2019 than it was a year ago. Lesson 2: A/B testing isn’t your only optimization option. Understand that optimizing and A/B testing aren’t the same thing, and everyone should make optimizing part of business as usual.
If you want to sell your SaaS product, you need to understand your buyers. If you want to understand your buyers, you need to develop buyer personas. Simple, right? For a unique software-as-a-service business, selling B2B? Not quite. Here are the 3 biggest oversights SaaS companies make when defining their buyer personas.
I don’t know about you, but it pains me to see customers cancel. Every time I see the notification in Slack, I get a sick feeling in my stomach. Why are customers canceling? How do we reduce churn? What can we do to improve retention? We’ve got 14 customer retention strategies to share with you to help you retain as many customers as possible.
There are lots of memorable taglines for consumer products: Just do it, Got milk, Betcha can’t eat just one. Business & tech products have effective taglines as well: Imagination at work, THINK, Think different. The early salesforce tagline wasn’t even words; just a logo saying “software” with a slash through it. Each of those short phrases does a lot of work.
Growth hacking. Growth marketing. Whatever you call it, growth is a key goal for businesses. Some might even say it is the sole aim for most businesses. As the majority of a business’ activities are structured around growing one’s audience, sales funnels, budgets, and influence. Instilling a growth mindset in employees is a major key to success.
You all know SEO is a long-term game… at least when it comes to Google. And yes, who doesn’t want to be at the top of Google for some of the most competitive terms? But the reality is, we don’t all have the budget or time. So then, what should you do? Well, it’s simple. Back in the day, I used to rent out my websites… the whole site.
Scaling experimentation is often the toughest challenge for organizations as they start to see the tangible results of experiments. Determining roles, responsibilities, and workflows of an expanding experimentation program may seem like a daunting task, but it is essential to making scaling a reality.
Part 2 of 4: There are a few critical pieces of product marketing work that needs to happen in this phase including: Test your messaging with your target audiences, Validate your personas, Continue your positioning work! Start to create a Customer Advisory Board. My key tip in this phase is: Engage your audience fast, learn fast and iterate fast.
Are you looking for B2B sales techniques that actually work? You’re not alone! Sadly, the tools and resources that are supposed to help us sell more don’t always deliver as they should. Which is why I dedicated 5 years to interviewing top sales professionals and researching 50 books on business, behavior change, and selling. What I found was shocking!
Relevance is how your product or service can help your prospect, and trust is the degree to which they believe you. When working in unison, they become a powerful force. The challenge of sales development is mapping relevance between your offering and your prospect and finding activities that contribute to your prospect trusting you.
Most sales reps know that discovery is an important. But too many reps use the discovery process as a way to promote the features and benefits of their solution. Organizations need a structured sales discovery process to guide discussions between sellers and buyers from initial qualification through the final buying stage.
It’s a free trial. Nothing to lose here. We create an account and start playing around with the application. In the meantime, meetings and a couple of urgent issues take priority and then it’s time to go home. We don’t get to see the full value and soon lose interest once the novelty effect is over.