Archive for the ‘Buying Decision’ Category

Case study: OneAccess increases B2B client engagement 3-5x with an improved Web-based customer buying experience

December 17, 2014

OneAccess HQMany technology companies still tend to commercialize their products and services based on a combination of the technologies used and the key capabilities delivered to their customers.

Aside from only speaking to the needs of their technically versed client-side users, this approach usually fails to keep up with customers’ broader, evolving needs, especially when new, disruptive offerings emerge or existing technologies become obsolete.

We recently helped one global enterprise IT provider improve it’s Web-based customer buying experience, resulting in significantly greater customer engagement. (more…)

What’s the ideal way to showcase your customer successes?

October 13, 2014

Demonstrate Customer SuccessAs most marketing and business leaders know, to grow your business you need to demonstrate your company’s credentials by showcasing the customer successes that you’ve enabled.

In our previous article we saw that to leverage your past customer successes you need to develop a focused and repeatable way to generate powerful customer references that educate and convince new clients of the value you can offer them.

To showcase your client successes there are various techniques that companies use, each with its own set of merits and practical challenges: (more…)

A successful business is built on customer successes

September 18, 2014

Enabling customer successIn spite of the growing sophistication in technology, not the least of which includes the flourishing area of digital marketing, a new business opportunity is often won or lost simply by whether your prospect feels convinced of the true value that you are offering them.

From the customer’s perspective, in this situation there is often nothing better to help them decide than to hear an honest endorsement directly from another, similar customer.

That’s why it’s critical to properly leverage your past client successes when doing business. (more…)

Successful companies mix digital and traditional channels to satisfy their clients and achieve business objectives

January 15, 2014

Mixing traditional and digital channelsWith 2014 now firmly underway, there is no doubt that digital and social media along with mobile technologies remain at the top of the agenda of many marketing leaders. They are seen as critical paths for expanding their addressable market reach and growing the business.

While there is no doubt that digital marketing tools can boost the public awareness of a company and of its offers, while offering clients a personalized and interactive way of engaging with their brands, to achieve measurable business results, digital tools must be part of a company’s broader, well-thought out marketing strategy. Otherwise, it’s like spending money to generate more noise in an increasingly crowded marketplace. (more…)

How Cisco is focusing more on business to better serve its B2B clients

August 20, 2013
Cisco Logo

How Cisco is focusing more on business to better serve its B2B clients

While Cisco has continued at the forefront of the IT infrastructure industry with its salespeople continuing to convert leads and gain market share, over the past few years a growing number of deals were being lost on account of not being able to rely just on reputation, but also having to compete on margins or features.

According to Cisco’s director of Enterprise Marketing, the sales teams were no longer just dealing with their traditional buyers – IT Managers, Directors of IT, or Head of Wiring / Operation, but they were increasingly coming face-to-face with their clients’ CMOs and CIOs.

How would this impact their marketing and sales approach? (more…)

Want to sell more? Make it easy for your B2B customers to buy

June 25, 2013

Want to sell more?In a recent article we discussed the power of consultative value selling for jointly exploring and creating more relevant customer propositions that offer personalized value.

While this powerful technique is especially suited for complex offers and relies on direct interactions with prospective clients, it requires a sales force skilled in the practice of identifying and selling value to clients. More importantly, it is part of a larger, customer buying-decisions process that spans various distinct yet interrelated steps.

In order to help clients make the best decisions when buying, companies must provide a relevant, streamlined process anticipating the multiple demands and requirements of the various client stakeholders involved in the decision-making process.

Anything else will result in confused and frustrated prospects that may eventually turn to a savvier competitor when buying. (more…)