B2B vs. B2C is like PC vs. Mac

Is B2B a PC or a Mac?

I hear a lot of talk in marketing circles about B2C vs. B2B.  In a nutshell, here’s how I’d describe how each side views the other:

What B2B thinks about B2C:

“B2C marketers think they are the “cool kids” at the prom.  But, the reality is they just spend tons of money and never show any results.  Where’s the ROI?”

B2C thinks about B2B:

“B2B? Boring-to-Boring.  I mean, how many original whitepapers can you really produce without losing your mind.  There are tons of great B2C brands but no great B2B brands.”

For me, it’s kind of a silly debate.  I mean, we’re all marketers.  The real difference is what product or category you work in.  Not who you’re targeting.

Read More

Bruce live at Aaron's Ampitheater in Atlanta on April 26, 2014.

Bruce live at Aaron’s Ampitheater in Atlanta on April 26, 2014.

One of universal truths is that it’s easier to grow your business organically with existing customers than to constantly acquire new customers. Everyone seems to know this. But most companies still spend the majority of their time and resources generating new business.

When I used to work in the advertising world, we called new business, “the lifeblood of the agency”. Working on existing client accounts was considered boring. It was all about the thrill of the pitch.  That’s where the best talent and the best thinking was focused.

But, the reality is that it’s easier and cheaper to get more business from your current customers than to constantly chase new customers.

In a recent team meeting, I stressed the importance of customer retention and creating “raving fans”.  To illustrate my point, I played my team a segment from the movie Springsteen & I. It’s a great documentary that’s all about the special connection between Bruce Springstreen and his fans. You can watch the trailer below.

Read More

On stage at the Digital Summit.

On stage at the Digital Summit.

Yesterday, I had the great opportunity to speak at the Digital Summit in Atlanta.  I talked about the importance of using video as part of your online marketing program.  Research shows that people 80% of people will watch a video online while only 20% will actually read the copy on your site.  Additionally, prospects are 64% more likely to buy a product or service after viewing a video.  For digital marketers today, video is not an option.  It’s a requirement.

At PGi, we’ve done about 150 videos in the past 12 months.  These videos have helped drive more traffic to our website,  increse our lead volume significantly and drive revenue.  It was great to showcase our work.

If you’re interested, here are the slides from my presentation.

Recently, I had the opportunity to represent PGi at the American Association of Inside Sales Professionals (AA-ISP) Leadership Summit in Chicago. The title of my presentation was “Evolve or Die: How to Survive and Thrive in the Changing Sales Landscape”. You can check out my the slideshare of my presentation above. In this post, I’ll share some of the key themes I discussed at the conference.

The Changing Sales Landscape

Overall, the role of a sales professional is dramatically changing. The “good old days” of dialing for dollars is over. Today, only 2% of cold calls result in an appointment. So, if you’re hoping your “dial days” will result in some big deals, you’re going to be very disappointed. Sales people today have to accept a basic truth: Your prospects really just aren’t that into you. They don’t want you calling or email them. When they’re ready to talk to you, they will reach out. Read More

The Blooper Reel

oops

About a year ago, I started doing video demos for iMeet with my colleague Jennifer Zember.  Since then, we’ve produced over 30 videos and generated several thousand views on YouTube.  You can read more about these videos in the post “Reinventing the Demo”.  If you’re interested, you can see the full library of my iMeet videos here.

Through all the video production, there were a significant amount of mistakes I made during the filming.  Flubbed lines.  Incoherent statements.  But, thanks to my friends at ECG Productions, the final videos always come out flawlessly.

As a birthday gift this year, my team decided to make me my very own blooper reel to showcase all my imperfections.  It’s really funny, and a bit painful to watch.  Take a look at the video below.  As I always tell people, it’s not as easy as it look.

Follow

Get every new post delivered to your Inbox.

Join 1,026 other followers

%d bloggers like this: