The Buyer’s Journey. It is the classic sales map on how to take the customer through the process from awareness and consideration to deal negotiation and close. Looking at Al Morgan’s blog entitled Improving the Buyer’s Journey (and winning the deal), I wanted to applaud his thinking regarding the use of content in selling complex solutions today in a market where ubiquitous digital information has made the Buyer’s Journey significantly more convoluted. Al is an expert at business development and sales. He has been at the sharp end of the stick for 20+ years, so he knows what he is talking about. The evolving Buyer’sRead More →
What problem are we trying to solve for Vendors / Distributors/VARs? (The entity that will write us a check?) Vendor/Distributor/VAR: The main problem holding back my business is…. How can I get more real sales opportunities into my pipeline? At all. Affordably. Without having to deal with a lot of non-opportunities. “How do I run a 100-lead campaign and then focus on the 10, 20, or 30 most promising leads – leads that meet all of the key criteria for success – and add a significant portion of them to the sale pipeline?” I need an “Easy” button for lead gen or the pipeline. PerhapsRead More →
Brad Porter, Principal, Porter Consulting The Internet of Things is undoubtedly one of the hottest trends in IT. It’s hard to turn on the television these days without seeing an IoT commercial from GE or Cisco. With industry analysts like IDC projecting worldwide IoT spending to approach $1.3 trillion in 2019, and analysts like Gartner predicting 21 billion connected devices by the end of the decade, it seems like just about every technology vendor is trying to reposition their products to capitalize on the emerging IoT market. Surely, some will succeed and some will fail. What steps can you take to ensure your success? DeconstructingRead More →
At a time when it seems that every important topic needs to be described in only 140 characters, I continue to be pleasantly surprised that thoughtful content is still out there in the realm of business-to-business (B2B) social media. Like many professionals, when I first came onboard with social media, I was confused by the terminology used by companies when they said they provided rich content with social media. I don’t consider repurposing a picture or smartphone video as content – sorry. And short comments and opinions don’t necessarily constitute well-thought out insights.
What I have noticed is that the focus for several years has been on social media platforms and frequency of output versus the message or content being delivered. A good article on the difference between social media and content is Who You Should Bet On? Content Creation Vs. Social Media.Read More →
Brad Porter, president of Porter Consulting
At a time where everyone seems to live and die by social media stats such as likes, tweets and followers–who would have guessed that that email still reigns supreme? Yet, that is exactly what current research is telling us.
I read with interest a blog by Kissmetrics, Which Lead Generation Tactics Get the Best Results? based on a July 2015 report by Ascend2. And yes, you guessed it. Email still is the best lead generation tactic by far—easily beating out social media marketing (a 48% to 26% comparable success rate)! Yet, what I found even more interesting was that email marketing is not only the best way to reach customers, but it is also the least difficult way to do so. That’s because email has been around for a very long time, and people are extremely comfortable using it.Read More →
Brad Porter, President of Porter Consulting
Up until a last year, I found digital marketing solutions to be, in general, expensive, complex to implement, and only for large companies. My investigation was directed primarily around full-marketing solutions, ones that could be incorporated into existing demand generation campaigns and would allow a modicum of customization.
In my discussions with numerous providers, it was pretty clear that the person I was talking with had the objective to sell software licenses. Don’t get me wrong, I understand that software companies need to make money, but I was fairly disappointed that my business problem was not the starting point of the conversation.Read More →