B2B Marketing Blog

In her new e-book, Selling to Big Companies, Jill Konrath writes, “As a sales purist, it’s hard to admit that no matter how hard I work with my corporate clients to improve their sales effectiveness, it’s just not enough anymore. Sales desperately needs marketing to take the lead and up the ante.”

Wow! Are we witnessing a B2B marketing renaissance here? We agree with Konrath’s approach to implement B2B marketing tactics that “radically” impact sales, and offer the following suggestions.

1. Radically embrace a thought-leadership mindset. One way is to designate an expert spokesperson and book him/her to speak at industry events.

2. Radically optimize lead generation and lead nurturing. A good way to do this is to employ unique URLs and phone numbers for each ad or PR placement.

3. Radically develop a sales enablement portal. This portal could include demo videos of your products in action or an “ask the expert” feature for quick interaction with a company spokesperson.

4. Radically leverage sales intelligence. Monthly meetings provide ongoing dialog and stimulate brainstorming of marketing tactics that help sell.

5. Radically invest in this change now.

For the whole e-book, download at www.sellingtobigcompanies.com.

This entry was posted on Monday, December 17th, 2007 at 5:27 pm and is filed under Marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.