Posts Tagged ‘Marketing’

Buyer Adoption – What is Different?

April 22nd, 2014

How do you really understand the buyer’s problem in the adoption process as they go about solving that particular problem. If you think about it, buyers don’t care about technology, products, solutions, services, etc. They start with a painful situation.

Think weight loss. I know I need to lose weight, but the pain of dieting and exercising outweighs the benefits of a healthy lifestyle. UNTIL, doctor tells me I have to do it for critical reasons or I find the pain of living with the extra weight has become more painful than losing the weight. Just because something is important, does not make it urgent. And vice versa, just because something is urgent, doesn’t make it important. The key to adoption is matching what you do to what I want AND need.

Because adoption is really not about product adoption either, it’s really about how buyers measure success and what they have to adapt/adopt to solve the root problem to their pain. Adoption to the buyer is the buyers’ recognition of pain through to resolution of the underlying problem. So the way we’ve been measuring customer experience, in the market today, is how well did I set expectations and how well did I deliver against those expectations. Buyers measure success based upon did it fix the “broken” problem. Not treat the symptoms, not deliver on something I didn’t really need.

Continue reading “Buyer Adoption – What is Different?” »

CEO as Chief Buyer Officer

April 18th, 2013

We are all seeing a shift from vendor-driven to peer-influence is marginalizing vendors. Buyers demand to be empowered with education on the problem definition before they engage for education on the solution differences.

We believe that the underlying problem that is driving this shift in your markets FROM a buyer’s perspective is that your company is not helping them understand what problem(s) that you solve for them. We believe that this is accelerating because the availability of information is increasing in markets. The buyers don’t need or can’t find the vendors who don’t help them with decision support. But, why is this a CEO level problem?

Continue reading “CEO as Chief Buyer Officer” »

Am I Truly a Problem Solver? Or am I Just Creating Pain? 5 Ways to Tell for Both Sales and Marketing

April 11th, 2013

Over the last few weeks, I have had numerous conversations with sales and marketing executives about solving problems. About ½ tell me that diagnosing problems is what they have always done. “Nothing new here, move along!”

My standard response is “maybe”. Good problem consultants are able to help people diagnose what underlying problem is the cause of symptomatic pain. Good enterprise consultative sales people know how to help organizations get to consensus as to what problem is really causing the various ills across the organization. True.

BUT, are you truly diagnosing their ills or are you guiding them to your solution? What is the difference? A good doctor is supposed to truly listen to the symptoms and diagnose the patient in front of them. They are not supposed to represent a drug company and just prescribe the “wonder” drug for everything.

  • Ever seen an IT project that completed just as the vendor promised, addressing some of the pains, but not solve the customer’s problems and creating a whole host of other pains?
  • Ever see a customer demo, go away for 6 months, and then come back and ask for a demo again? Same solution, but obviously they were still trying to figure out their underlying problem and whether the solution would address their ills.
  • Ever see a sale where they had multiple problems, only one of which you could solve?
  • Ever jointly sell with a strategic partner to create a larger solution?
  • Ever see similar size companies in the same industry have completely different needs, different buying process, and even different decision maker?

Continue reading “Am I Truly a Problem Solver? Or am I Just Creating Pain? 5 Ways to Tell for Both Sales and Marketing” »

Buyer Marketing Simplicity

August 27th, 2012

 

Marketing should be about answering two simple questions:

  1. What problem do you solve?
  2. For whom?

Ok, so that didn’t really help very much, did it? So let me explain in more depth. As marketing professionals, we have a challenge that we really have two sets of interactions:

  • Awareness
  • Interest

Rarely in traditional marketing channels do these to interactions meet. Awareness marketing has traditionally been about brand  awareness, solution awareness, or about catching their interest around a particular business problem. Interest was sales support and focused on educating them to become more interested, qualifying their interest, or interesting them to buy today. Continue reading “Buyer Marketing Simplicity” »

Most BtoB Marketing is Underperforming

June 20th, 2012

For BtoB companies, marketing is an underperforming cost center. Not that it is the marketing teams fault, rather  they are making the best of a tough situation. In consumer marketing, brand awareness and product reputation can go a long way in generating sales. In BtoB, the channels to reach buyers are increasingly becoming choked with noise. We built this chart to explain what we are seeing in the world of BtoB marketing:

Continue reading “Most BtoB Marketing is Underperforming” »