Sales Tools

Webinar
Peer-to-Peer Sales, the Next Frontier?
Consider this: The average buyer gets 100+ emails a day, opens just 23 percent and only clicks on 2 percent. In addition, 75 percent of B2B buyers wish vendors would put a lid on the fluffy sales-speak that's frequently found in marketing content. Now consider that the average B2B buying committee consists of eight people, all with differing opinions and objectives, and it's no wonder B2B buyers are looking for ways to cut through the chaos.
Consider this: The average buyer gets 100+ emails a day, opens just 23 percent and only clicks on 2 percent. In addition, 75 percent of B2B buyers wish vendors would put a lid on the fluffy sales-speak that's frequently found in marketing content. Now consider that the average B2B buying committee consists of eight people, all with differing opinions and objectives, and it's no wonder B2B buyers are looking for ways to cut through the chaos.
Webinar
Transform Your Customer Relationships Using the Right Sales Collateral
Find out how to develop the right content for the right audience. 
Find out how to develop the right content for the right audience. 
Blog
The Difference Between a Buyer Persona and a Buyer Profile
There are things that Buyer Personas and Buyer Profiles have in common. There are also important distinctions. Knowing the differences helps you to develop both tools well. And it helps you to stay focused on what’s most important in the development of each tool. Buyer Personas attempt to create a representative person from a population. This person is someone that influences a buying decision for a product. For the purposes of this article I use a market segment as the population. Because a Buyer Person is representative, it is an average – typical. Buyer Personas are a fundamental marketing tool, used to get insight into the people the marketing team wants to influence. They provide a common ‘picture’ that helps in the development of messages and how to deliver those messages. Buyer Personas are not developed through creative writing. You shouldn’t make them up based on opinion. Develop them based on real data from real people in a real market segment. They are often detailed and deliver insights that affect promotional strategy and mediums. Buyer Profiles are a sales tool, used for sales enablement. They deliver market insights to the sales team. Build Buyer Profiles from Buyer Personas. They are brief […]
There are things that Buyer Personas and Buyer Profiles have in common. There are also important distinctions. Knowing the differences helps you to develop both tools well. And it helps you to stay focused on what’s most important in the development of each tool. Buyer Personas attempt to create a representative person from a population. This person is someone that influences a buying decision for a product. For the purposes of this article I use a market segment as the population. Because a Buyer Person is representative, it is an average – typical. Buyer Personas are a fundamental marketing tool, used to get insight into the people the marketing team wants to influence. They provide a common ‘picture’ that helps in the development of messages and how to deliver those messages. Buyer Personas are not developed through creative writing. You shouldn’t make them up based on opinion. Develop them based on real data from real people in a real market segment. They are often detailed and deliver insights that affect promotional strategy and mediums. Buyer Profiles are a sales tool, used for sales enablement. They deliver market insights to the sales team. Build Buyer Profiles from Buyer Personas. They are brief […]
Webinar
How to Give Demos That Win New Business
A great product demo moves a sales opportunity forward and can even close the deal. Unfortunately, most product demos are so inept that they actually drive customers away.   In this webinar, author/blogger/pundit Geoffrey James—who has observed (and personally given) hundreds of product demos—explored real-life examples to explain: Why product demos aren't...
A great product demo moves a sales opportunity forward and can even close the deal. Unfortunately, most product demos are so inept that they actually drive customers away.   In this webinar, author/blogger/pundit Geoffrey James—who has observed (and personally given) hundreds of product demos—explored real-life examples to explain: Why product demos aren't...
Article
Make the Most of Your Webinars
Webinars have become an important sales acceleration tool in the B2B marketing world.
Webinars have become an important sales acceleration tool in the B2B marketing world.
Article
Take the Guesswork Out of Content Creation
A content standards guide is the key to optimal content.  
A content standards guide is the key to optimal content.  
Article
Confessions of a Sales Guy
An insider's look at how product management can work more effectively with sales.
An insider's look at how product management can work more effectively with sales.
Article
Presentation Tip: Using Screen Notes
A cool feature of Microsoft Windows and Microsoft PowerPoint lets you see notes on a laptop display while showing the slides on the data projector.
A cool feature of Microsoft Windows and Microsoft PowerPoint lets you see notes on a laptop display while showing the slides on the data projector.
Webinar with Peter Cohan
Article
The Myth of the Two-Page White Paper
I am often asked to recommend an optimal length for a white paper. To answer this question, comparing white papers to other forms of business and technical communication provides some insights.  
I am often asked to recommend an optimal length for a white paper. To answer this question, comparing white papers to other forms of business and technical communication provides some insights.  
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