Have you forgotten anyone in the B2B purchase decision-making unit?
We all know that when you sell to a company, you sell to people. But not just one person. In B2B sales, the average number of stakeholders involved is 6.8…
Creating B2B websites that convert
Well, the good news is that the principles of improving B2B website conversions are relatively simple. The bad news – as we all know – is that it takes time,…
How to craft B2B buyer profiles that are actually USEFUL
The tried-and-tested way to get familiar with your audience is the persona. You know what they are. You've created many of them — we all have. But how do we…
4 steps to creating great B2B value propositions
A great value proposition clearly communicates to customers a specific fact about why they should buy from you and why you are different, better, and worth purchasing from. It's not…
The right B2B marketing tone?
Have you ever considered the differences in the personality types within your customer segments? How you write your message could be turning different personalities on or off. The useful Crystal tool can…