12 Tips for Better DIY Win/Loss Interviews
If conducted and analyzed with a structured approach, win/loss interviews can identify trends and identify opportunities to improve win rates. If you conduct your own win/loss interviews these tips will help you ask the right questions, set up calls with those elusive lost deals, conduct a better interview, and produce an objective analysis.Read More
Competitor Sorting: Ignore, Monitor, or Threat
Competitive intelligence delivers both short-term and long-term benefits by helping Sales close more deals, informing product messaging, and as an input to the product roadmap. B2B marketers need a simple, yet systematic, process to identify which competitors they can safely ignore, and which warrant ongoing focus and attention. One approach is to split competitive intelligence activities into two categories: High-Level Market Scanning and Competitor Profiling.Read More
Know your B2B buyer
In any part of the economic cycle, organizations that understand their customers and prospects achieve better results, whether measured by growth, profitability, or other metrics. The current pandemic recession highlights how quickly B2B buyer needs can evolve, and the need to ground decisions in accurate data.Read More
Segmentation tips for B2B marketers
Segmentation is a bedrock principle for effective marketing. Yet, B2B marketers often don’t invest in it. It may seem too expensive, too complicated, or too “consumer-ey”. Segmentation can be all of these things, but it doesn’t have to be. B2B marketers can build an effective baseline segmentation using internal data and straightforward analytics.Read More
Map your competitive differentiation: What can you own?
Differentiating your product or brand boils down to two simple questions. 1) What are your customer’s needs and buying criteria? And 2) which of these can your product/brand own? This post outlines a three-step process for mapping dimensions that will differentiate your brand and solution. The outcome provides a conceptual framework of your relative competitive differentiation.Read More
Has your customer journey changed course?
The customer journey always evolves. The change can be a slow and steady evolution. Or, the journey can shift dramatically based on sudden changes in market conditions. When the new normal settles in, one thing is guaranteed: The buying journey will be different than it was in January 2020. Do you know what changes will unfold in your customers’ journey?Read More
Do your personas need a recession update?
Personas are a mainstay in the toolbox for today’s B2B marketer. Personas should reflect who your customer is. And who they are in the second half of 2020 is not who they were in 2019.Read More
Six dimensions to assess Market Opportunity
Profiling the market on these six dimensions will provide a more complete picture of the market and help you avoid overestimating a market size or its appetite for a new solution. The data sources available for this type of assessment include internal knowledge and expertise, secondary research, analyst firms, and primary research.Read More
How much of the buying process is completed before B2B buyers talk to vendors?
Recent work in a variety of B2B sectors leads us to question the premise that much of the customer journey is completed before prospects reach out to vendors. Our research indicates three product dimensions influence when B2B buyers engage with vendors in the buying process: Product differentiation, business criticality, and complexity.Read More
Blueprint for cost-effective competitive intelligence
A cost-effective approach is to gather individual pieces of data from a disparate range of publicly available sources, connect the dots, and build an overall profile of the competitor. You can find information about competitors in financial databases, directories, social media, industry associations, competitor websites, job postings, press releases, publicly available contracts, trade journals, analyst reports, and online reviews. Thoughtful analysis of these sources produces competitive insight that, while not perfect, is typically enough to guide decisions about which competitors to pay attention to, and which to ignore.Read More