Tag: Sales and Marketing
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How Does Systematic Nurturing Help Reduce the Presales Workload?
How Does Systematic Nurturing Help Reduce the Presales Workload? Let’s start with a simple question: How much does one hour of your most experienced salesperson or presales engineer cost? Now, estimate how many hours last month were spent giving the same basic presentation to clients who ultimately said, “We just wanted to take a look.”…
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Frequently Asked Questions (FAQ) for Technical Products: How to Lower the Entry Barrier
Frequently Asked Questions (FAQ) for Technical Products: How to Lower the Entry Barrier You probably have a “Frequently Asked Questions” (FAQ) page on your website. It was created with good intentions—to save your team time and provide clients with quick answers. However, your sales and support teams still spend hours answering basic questions via email…
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How Marketing Can Explain APIs and Modules Without Involving the CTO
How Marketing Can Explain APIs and Modules Without Involving the CTO As a marketing director in an IT company, you face one fundamental paradox. Your strongest source of credible content is the expertise of your CTO and senior engineers. However, they are also your busiest and least accessible resources. As a result, producing in-depth technical…
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Three Steps from Technical Complexity to High-Converting Content
Three Steps from Technical Complexity to High-Converting Content This is a classic situation in any technology company. The CTO knows the product is an engineering masterpiece. The CMO knows the market needs to hear about it. However, a chasm lies between deep technical knowledge and a convincing market message. How do you build a bridge…
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How to Create Technical Content That Engineers Will Respect (and Read)
How to Create Technical Content That Engineers Will Respect (and Read) Your team has published a new blog post. “How Our Big Data Architecture Is Transforming the Industry.” You share the link in the general chat. Five minutes later, you see the link appear in the internal developers’ chat, followed by a string of sarcastic…
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How to “Package” a Complex Technical Product for B2B
How to “Package” a Complex Technical Product for B2B Without an operating system, a powerful server is just an expensive, humming metal box incapable of performing a single useful task. Similarly, a brilliant technical product without the right “packaging” is just a bundle of code on GitHub with no market value. By “packaging,” we don’t…
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Why Lead Generation Alone Does Not Save B2B Sales (and What to Focus On Instead)
Why Lead Generation Alone Does Not Save B2B Sales (and What to Focus On Instead) The sales plan is on fire. What’s the instinctive reaction of any leader, from CEO to sales team lead? “Marketing, we urgently need more leads!” This seems like an absolutely logical command. More casts — more fish. More lottery tickets…
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Four Ways Marketing Can Help Close B2B Deals (A Guide for Sales Managers)
Four Ways Marketing Can Help Close B2B Deals (A Guide for Sales Managers) Do you ever feel like you’re fighting alone for a complex B2B deal? You’re alone with the client, their objections, and their “internal committee.” It can feel as if you are an infantryman dropped behind enemy lines without support. For a long…
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What You Will Gain in Two Months of Systematic Work: From Chaos to First Data
What You Will Gain in Two Months of Systematic Work: From Chaos to First Data You will prepare to approach senior leadership and propose a transition to systematic marketing. But you know the question the CEO will ask after your passionate speech: “It sounds logical. But what exactly will we see in 60 days? Where…
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What Our Support Includes: From Idea to Report
What Our Support Includes: From Idea to Report Picture this: You’ve held dozens of meetings, selected a strategic marketing partner, and signed the contract. Monday morning arrives. At that moment, many executives face an unsettling question: “So what exactly happens next?” All too often, working with an agency turns into a “black box.” You hand…