Great brands challenge the status quote, and they fight for it. No one created a great brand by being a copycat. Fight for what you believe in.
On Wednesday, April 20 I am hosting a live webinar with Pardot / Salesforce.com. Join me for an interactive discussion on how B2B companies engage their customers and grow their brands.
Talent is the great divider of brands. Your organization’s ability to attract, hire, and organize talented people is what will separate it from the competition. As Donald Rumsfeld famously said, “A’s hire A’s and B’s hire C’s.”
Should you publish your pricing on your website? This is a contentious question, and one without a clear cut answer. Here’s the reasons why and why not to publish pricing on your website.
Break free of the confines of marketing, and add a human face to your brand. Humanizing your company is an immense competitive advantage. It immediately differentiates your firm from everyone else, because it provides a person who embodies your brand.
Selling a new innovation or a new concept is hard, because clients are resistant. They don’t get it, or they’re not prepared to change. So they ply you with platitudes, “This looks amazing, but it’s two years ahead of what we need.” Or some other compliment veiled as a brush off. The issue is not one of innovation or understanding. This issue is branding. Positioning an innovation requires a different approach.
Small businesses are not investing enough in sales and marketing. Treat marketing as an investment. Invest in marketing as a percentage of revenue, and grow it with your business.
Do your customers call you first when they’re ready to buy? Silverline has created a first call advantage. They generate over 90% of their business from referrals from Salesforce.com. They’ve created an enviable position as the first call in their niche, and they’re growing rapidly as a result.
A clear call to action is one of the most important aspects of your website. But it’s hard to it get right. Someone stumbles across your website, they find the information compelling, and then … what’s next? Answering “what’s next?” can be the difference between a prospect contacting you or having them move on.
A company must seek to win in a particular place in a particular way. If it doesn’t seek to win, it is wasting the time of its people and investors. What is your company striving to achieve?
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