8 Silent Objections That Will Kill a Software Deal -- And How to Powerfully Overcome Them in Your Copy
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Practical tips, ideas, and techniques to help software and technology marketers maximize every precious marketing dollar.
What Francis Ford Coppola Can Teach Us About B2B Marketing
September 2008
In a “behind the scenes” interview with Coppola (part of The Godfather DVD box set — a must-have for all you Godfather fans!), the accomplished director explains how he prepared for, and directed, The Godfather.
As marketer, you can’t help but see a clear parallel between what Coppola did to prepare for the shooting of this […]
Do You Know and Understand Your Target Audience?
August 2008
“There used to be quite a few ‘mom and pop’ bakeries in Atlanta,” Jim, a neighbor of mine and the owner of a local bakery, recently told me.
“But then the big grocery chains popped up everywhere in the 80s and 90s. They started selling cakes for $10 and $15, and that put many of […]
Are You Overwhelming Your Prospects?
July 2008
When you receive an inquiry — either via lead generation or through your
website — how much information are you sending the potential prospect? How
long is the email delivering the requested information? And if it involves a white
paper, how long is that document?
What about your inside sales team? At this stage, how […]
The Power of the Next Step
June 2008
Good salespeople know that, to keep a sales cycle moving in the right direction,
they should end every prospect meeting or phone call with an agreed-upon next
step — preferably one that helps move the prospect closer to a sale.
Yet, surprisingly, this “next step” mentality is not as prevalent in B2B marketing.
Besides the offer or call to […]