Every B2B technology company’s sales success is threatened by two problems:
- A lack of alignment with how their customers want to buy.
- A lack of alignment with what their customers want to achieve.
Some of the B2B technology companies I work with have tried various marketing and product management tactics that have fallen short of expectations. Others have the B2B product marketing expertise to solve these problems, but they need acceleration.
Every month or quarter that you delay solving these problems is another month or quarter that your sales team’s frustration grows. It’s another month or quarter that your competition has to over-take your position, to steal market share, to make better acquisitions, to form key partnerships, and to hire the best people.
I help companies like yours accelerate past these obstacles and help you reach your sales goals faster. My clients typically ask for sales acceleration in one of three product marketing areas:
- B2B Market Growth Services: Expand into new markets
- B2B Market Share Services: Sell more to your existing customers
- Special B2B Product Marketing Projects
In our engagement we’ll customize my proven methods to your goals and needs. The B2B product marketing process that I’ve used to help my clients achieve their business goals includes the following key steps:
- Map out your customer’s needs, players, and buying processes along with your capabilities.
- Figure out where your sales are getting stuck.
- Create product marketing tools and processes that leverage your sales, marketing, and product teams’ existing abilities to get the customer past the obstacle and moving toward a close.
If you need help translating your understanding of your customers’ needs into tools and processes your teams can use to improve their sales and marketing success, I’d be happy to hear from you.
Contact me today to start the discussion on helping your B2B product, marketing and sales teams be more successful.
B2B Market Growth Services
Expand Into New Markets
We’ll start with the assumption that your existing capabilities can be repackaged for new markets, and spend most of our effort in understanding the needs of these new markets and articulating your value to them. In other words, our first mission is not to re-invent wheels, but to find new uses for them.
This typically includes these steps:
- Reviewing your corporate goals and capabilities.
- Identifying potential new markets to expand into.
- Narrowing down the possibilities to a few that have the best growth potential.
- Understanding the industry’s motivating goals and needs.
- Developing a Credible Evolution Strategy™ for entering the new industry.
- Articulating your company’s capabilities in terms of each industry’s goals and needs.
- Mapping out the buying process.
- Developing product and marketing strategies to help prospects through their buying process.
- Measuring your success and accelerating your progress.
Contact me today for a free consultation and more information on any of these B2B product marketing and revenue growth services.
B2B Market Share Services
Sell More to Your Existing Customers
I will work with you and your sales, marketing, and product teams to increase your revenue share at existing customers by improving your product marketing programs.
This typically involves:
- Mapping out each major customer’s buying process.
- Identifying and understanding the various people involved in each stage of your customer’s buying process.
- Identifying each person’s goals, needs, and obstacles in moving you further along your customer’s buying process.
- Articulating your company’s capabilities in terms of (and in the language of) your customer’s needs.
- Planning, prioritizing, and creating the product marketing materials and processes to help your customers move themselves through their buying process more quickly and with greater satisfaction.
- Measuring our success and optimizing the strategy for greater growth.
Contact me today to increase your B2B market share.
Special B2B Product Marketing Projects
I have helped B2B technology companies like yours reach short and long-term goals through focused custom projects of various size. These include help with product launches, new ways of promoting old products, even building processes to help the company establish a full-time product marketing discipline.
Contact me today to start the discussion on helping your B2B product, marketing and sales teams be more successful.
