Gordon Hogg

Why would someone with an obvious need, prefer failure rather than buying?

What is going on? Why would an experienced executive or a responsible business line manager, prefer to maintain failure rather than change? Why do prospects listen to our brilliant stories, pitches and rational data only to nod their head enthusiastically and do nothing? Why do...

Lead gen is not the problem. Engaging those leads is the challenge.

When we follow-up on marketing’s leads, we enter the discussion with a solution looking for a problem. We’ve been taught to look for a need that matches our benefits, we share product and solution information prematurely before prospects know what to look for, we hear...

False insight about your B2B buyers is worse than no insight at all.

The problem, of course, is that no one believes that they have false insight about how their customers buy. How could your sales team possibly bring in millions of dollars of revenue every year without knowing how your customers buy? How could marketing not know…

Are marketing’s leads really not qualified or just not ready to buy?

I speak with sales reps and their customers every day about what prevented buyers from investing in solutions that were a perfect match for their needs. Sales reps tell me that the lead wasn't qualified and buyers tell me that they just weren't ready...

Your leads suck. Why aren’t you generating more leads?

The lack of contact with self-educated buyers might be limiting the lead information that marketing is providing and could be causing your reps to reject potentially good leads, prematurely. Lots of data but no insight There is no denying that self-service has created a self-educated…

B2B buying is strategic. Selling is tactical.

Dave Brock wrote a passionate post highlighting the "tragedy" customers suffer when "no decision made" is the result of a purchase process. Dave rubs shoulders with buyers and sellers everyday and points the finger for this loss squarely on the failure of sales reps...

The best B2B buyer insights come from the deals you lost.

Of course, you talk to your customers. And it should be no surprise that they’re happy to talk to you. They’ve just spent time and money selecting your company and solution and they want this relationship to work. They’re happy to follow along with...

You have a great message – hidden under a steaming pile of marketing jargon,...

You see them everywhere; on buses, buildings, websites, social ads and even in the bottom of urinals, trendy technology babble that jargon-hurling and language-torturing marketers use to make a great competitive advantage sound irrelevant and unrecognizable to the real problems that real buyers are...

Sales and Marketing are victims, they’re not the problem

When marketing leads fail to convert, it’s tempting to blame marketing for bad leads or sales for poor execution. But there is an undeniable shift in the world that is dramatically impacting deal conversion and revenue. And if you’re not already addressing the problem,...

Self-educated buyers are expanding the role of marketing.

In today’s B2B sales world, self-educated buyers are, on average, 60-70% of the way to a buying decision before they talk to your sales people. And according to Gartner, these same self-educated buyers spend only 32% of their time reading vendor content or interacting with...

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