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Author Archive | Bob Apollo

Why are so many B2B software demos so bad?

Blog post by on August 5, 2014

Why do so many B2B software demonstrations fail to move the customer to do anything beyond hoping that it might end soon? Why do they so often descend into a serial showcase of irrelevant functionality? In short, …

What have you done to identify your ideal customers?

Blog post by on July 17, 2014

Why is it that so many B2B organisations are so unhappy with the returns on their marketing investments, with the accuracy of their sales forecasts, and with the efficiency with which they are able to convert leads …

How to avoid false signals from automated lead scoring

Blog post by on July 7, 2014

Two years ago, I chaired a discussion group at a digital marketing conference on the subject of lead scoring and nurturing – and emerged thoroughly depressed (if unsurprised) by what I heard. The participants were all apparently …

What’s YOUR Unique Value Position?

Blog post by on June 3, 2014

What sets your organisation apart from all the other companies that are competing for your prospect’s attention and – ultimately – their budget? If I may offer a suggestion, it’s probably not your latest clever feature or …