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#B2BSMX Day 2: Customer Centricity, Digital Transformation Key Focuses For Businesses Rethinking Marketing Operations, Revenue Strategies

The challenges for CMOs in today’s B2B marketplace continue to multiply everyday as they struggle to promote digital transformation and customer-centricity to ultimately drive revenue. However, there has never been more opportunity for marketing to take a seat at the executive table as a respected business partner.

Corporate Visions’ Tim Riesterer Dishes On New Personalization Research, Shares Sneak Peek Into #B2BSMX Keynote

In the current content and email-saturated landscape, B2B marketing and sales professionals are constantly challenged with crafting relevant messages that stand out from a sea of “Hello, [first name]” subject lines. Naturally, the topic of personalization is often talked about in content marketing and sales enablement, but what many organizations don’t realize is that delivering personalized messages to acquire new business is much different than personalizing for existing customers.

When Not To Challenge Your Customer

1riesterer1The call for B2B marketers and salespeople to always be challenging and disrupting the customer is a great piece of advice when you’re trying to acquire new business. But it’s actually very bad advice when you’re trying to keep your customers and convince them to pay more. In fact, disrupting your customer during a renewal or price increase discussion is exactly the wrong approach—one that could drive a great customer right into the arms of your competition.

Compelling Retention Messaging Strategy Boosts ABM Efforts

If the goal of account-based marketing is about acquiring and retaining the best long-term customers within organizations, the customer story you tell includes two crucial parts—the acquisition message (why change from what you’re doing today?) and the retention message (why stay with us now and in the future?).

Using Unconsidered Needs To Defeat The Status Quo

tim riesterer corporate visions 2014In multiple experiments, a professor at the Stanford Graduate School of Business found that sellers who demonstrated more self-assured arguments had lower buyer involvement and showed less persuasiveness than speakers who projected less certainty in their deliveries.

Corporate Visions Introduces Tool To Develop Original Research

Corporate Visions Insights imageCorporate Visions has launched Power Insights, a new offering designed to help companies develop original research that can be used to shape demand generation campaigns and sales conversations.

When paired with Corporate Visions' Power Positioning messaging and tools development services, Power Insights can be used to create sales enablement content that can identify unconsidered and emerging needs to support the sales process.

“One interesting finding in our research is that many companies frequently use third-party data from analysts and similar sources to support their insights, but the information isn’t regarded as differentiating or powerful enough. This is largely because everyone in the industry can reference those same data points,” said Tim Riesterer, Chief Strategy and Marketing Officer for Corporate Visions.

Corporate Visions Launches Online Coaching Platform

CorporateVisions placeitCorporate Visions launched Virtual Coach, a platform designed to provide salespeople with access to stage-specific reinforcement training and skills content from within their CRM system or sales portal.

Virtual Coach intends to provide salespeople with timely, bite-sized pieces of training reinforcement. The platform presents the information to the salesperson in context and aligns it with each selling or buying stage.

Next Step For Sales And Marketing Alignment: Content To Drive Sales Conversations

sales marketing alignment shutterstock 106052801Collaboration among the extended sales team — which includes sales, marketing, marketing ops, and sales ops — is one of the critical attributes of a world-class sales organization, according to the latest research from Miller Heiman.

“Being able to provide perspective for the buyer as to how your solution addresses their challenges is a major behavior that differentiates the world-class sales professional from the sales person,” said Joe Galvin, Chief Research Officer of Miller Heiman, at the recent 2014 SAVO Sales Enablement Summit. Citing the 2014 Miller Heiman Sales Best Practices Study, he said there is a 25% performance gap between world-class sales organizations and others.

B2B Content2Conversion Preview: Content’s Impact On Engagement And Campaign Results

C2C 2014 Logo 440This year’s B2B Content2Conversion conference, slated for May 6-7 in New York City, is going to take an in-depth look at the role of content in customer engagement and driving buyers through the sales funnel.

Now in its third year, the event will feature three tracks — content strategy, demand generation and sales enablement — and 30 speakers. Among the major themes are next-generation metrics, understanding content consumption behaviors and strategies for aligning content with sales objectives.

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