Do I Even Know You?

Do I Even Know You?

B2B marketing is all about the content today. Creating content that’s more relevant to prospects, that captures their imagination, provides a clear value proposition, and drives them to engage with your company. But research suggests that more than half of B2B...
When Better Isn’t Better

When Better Isn’t Better

Of course, your software is superior to the competition’s. It’s faster, more accurate, more comprehensive than anything else out there. It causes efficiencies, increases productivity. And so you shout it from the rooftops. You plaster it on your home page. Run lead...
The Tired Promise of Efficiency

The Tired Promise of Efficiency

When we first talk to potential B2B software clients, we ask them what their value proposition is.  The #1 claim we hear is that their software increases efficiency for their customers. Whether it’s for finance, marketing, ecommerce, whatever, we always hear...
A Very Irrational Decision

A Very Irrational Decision

So often, I hear our B2B software clients tell us that their biggest competitor is not another company.  Instead, most deals get lost to the status quo.  A company just can’t overcome inertia to take action and make change. If you look at most B2B messaging, it’s no...

Three Ways Data Gets A Red Card

    I recently watched data kill a sales pitch.  The presenter was working his way through a deck, reviewing slide after slide filled with charts and graphs. He was using the data to support a pre-ordained conclusion whose inevitable arrival couldn’t...

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