sales enablement

When Selling Building Products, Opt for Simple

Lessons Learned from the 2016 ISC West Show   As building products marketers, are we overcomplicating things? Do we consult with people down the channel—including customers and even our own sales teams—to make sure we are delivering the best information in ways that are easy to consume? Most importantly, who can we look to for …

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B2B Marketers: It’s Okay to Be an Enabler. (Sometimes.)

New Findings Prove the Effectiveness of Sales Enablement   I’m an enabler. No, not the kind you’re thinking—a different kind of enabler. I’m referring, of course, to one of my favorite topics: sales enablement. I’m an enabler in that anyone who knows me knows that I talk about this topic a lot because I have …

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Building Products Marketers Need Sales to Survive

Sales and Strategy Go Hand In Hand   What if I told you that all the effort you put into marketing your building products was absolutely useless? What if I told you that no matter how great the creative, how brilliant the strategy, and how alluring the incentive, your approach was doomed to fail? Because …

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Is Your Sales Promotion Failing? Or Are You Just Failing Your Sales Team?

Drive Sales Promotion Results by Marketing to Your Sales Team   Here’s something you might not expect a veteran B2B marketer to say: The success of a B2B sales promotion does not hinge on the prizes, nor does it hinge on the theme. It’s not only about the bells and whistles. It’s not even only …

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Is Your Content Marketing Self-Serving?

Then It’s Time to Focus on the Complete View   Companies are jumping on the content marketing bandwagon. In theory, that means that more people than ever are consuming content to educate themselves. The problem is that the content is homogenized, and rarely adapted based on the audience. Many companies are still talking to all …

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Sales Enablement: You’re Up and Then You’re Down

High Prioritization of Sales Enablement vs. Low Prioritization of Sales Technology I’ve spoken before about how sales enablement will be a key component of many companies’ B2B marketing plans going forward. (See these articles for more: 1 and 2.) When executed with careful strategy, innovative solutions, and a keen ear to the needs of the …

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