Creating a “Honey Pot” Service
You’ve just come up with a great idea for a new consulting/advisory service. You know clients will want it. You’ve mapped out the experience, the methodology. You know what happens […]
Category Archives: B2B Marketing
Marketing your technology platform | Part I
“Our people can access a wealth of data on our FMS system.” “No one has built out an infrastructure like ours.” “We’ve invested over half a million dollars this year […]
How to spread ideas in a networked organization
Way back in the 1990s, the Nortel brand touted “A World of Networks.” That world is obviously here now. B2B services companies are doing all they can to become more […]
Marketing service-products and product-services
Product companies have long been augmenting their products with services (service contracts, subscriptions, etc.). For service companies, augmenting services with products can be both an essential part of the business […]
How to Promise Results
So much of b2b services marketing focuses on big, broad, attractive promises. You know the kind: “results that matter,” “better outcomes,” “delivering superior care.” These are (emotional) end-benefits to the […]
Guiding Marketing Conversation
You’re about to have one of those meetings during which “we’ll talk about Marketing.” Great. Try to go in with a framework to help guide the discussion. Today, for example, […]
The Art of Cross-sell
Let’s imagine for a moment that corporate structure (P&Ls, silos, arguments over who “owns” the customer relationship, etc. etc.) doesn’t get in the way of a cross-sell … yeah, ok, […]
Xerox | What’s real about your business?
B2B services brands are built on evidence of a core resource or capability, an “asset” you bring to the table that your competitors do not. IBM, for example, is going […]
Services marketing | How to think about it
Most b2b marketers know that to sell a customer on a service they have to make the service experience real in some way. Despite this knowledge, a lot of services […]
