Are you going about your B2B marketing all wrong? CEB’s Karl Schmidt explains why the real driving factors behind B2B buying decisions are far more personal and emotional than you think.
Uncovering the Underutilized Power of Emotion in B2B Marketing
When it comes to making purchasing decisions, we all know our choices aren’t always based on logic and reason. Why do you think they keep making red sports cars with terrible gas mileage and keep putting candy bars near the checkout?
Of course, acting on a last-second impulse purchase is one thing, but what happens when we’re forced to make a decision on a product or solution that could make or break our business? What happens when that involves navigating a complex buying process, requiring us to loop in multiple stakeholders across various departments, or when it takes maybe a year or even longer to finalize the purchase? Surely with everything riding on that kind of decision — not to mention with that amount of time to really think things through — our approach becomes more rational than emotional…
After all, it’s strictly business, right?
Zappos triggered an uproar when it announced it was ditching traditional management hierarchy in exchange for self-organizing teams. In this week’s Labcast, Scrum co-creator Jeff Sutherland sounds off on holacracy and provides a basic anatomy lesson on the structure of truly agile organizations.
Holacracy — the buzzword has been swarming the web ever since Zappos announced it would be swapping management titles for a “self-governing” system. There seems to be two main reactions surrounding the shift — those who believe holacracy is the way of the future, and those who dismiss it as a passing fad.
But when you get down to the key concepts of holacracy — the emphasis on small self-organizing teams operating autonomously, for example — perhaps the system isn’t exactly the scary new revolution it’s being made out to be. In fact, it sounds an awful lot like agile development.
In this week’s Labcast, Dr. Jeff Sutherland, co-creator of Scrum, weighs in on holacracy and the future of management — drawing parallels between agile and holacracy, and explaining why your own body may be the perfect model for a truly agile, productive, and innovative organization.
In this week’s Labcast, Co-Creator of Scrum Jeff Sutherland explains why Healthcare.gov was such a software development disaster, and why Spotify, on the other hand, is a terrific example of Agile done right.
When it comes to Agile software development, Healthcare.gov and Spotify are on the opposite sides of the coin. While one serves as perhaps the biggest cautionary tale of the decade, the other offers an extremely promising example of the potential of going Agile and adopting Scrum.
Season of giving? No thanks. Sales coach and best-selling author Mike Weinberg explains why it’s no coincidence the best salespeople are often the most selfish — it’s the only way to stay productive and get things done.
Even outside the holiday season, it’s natural to want to volunteer your time towards activities outside your primary role. For salespeople, that might be helping on-board a new client instead of generating new leads. For CEOs, that might mean trading in the leader role for administrator-in-chief. But while being a team player sure might seem like the jolly thing to do, the truth is the giving spirit is likely distracting you from your most important duties — and hurting your company, overall.
In this week’s Labcast, leadership advisor and author Mike Myatt shares powerful tips for hacking leadership gaps and giving your company the vision and drive it needs to move forward.
CEOs, here’s a reality check: Rate your leadership ability on a scale of 1–10, 1 being the absolutely worst leader you’ve encountered and 10 being the best. What did you give yourself? Around an 8? The fact is, chances are your employees, on average, will rate you two or three points lower. Now, imagine getting up in the morning and trying to pump yourself up to work for a 5.
The difference between those two perceptions is what Mike Myatt, one of America’s top CEO coaches, calls a leadership gap. And without closing it, you are unlikely to provide your team with the motivation and guidance they need to thrive and succeed.
Publishing a book can seem like a daunting task. In this week’s Labcast, marketing experts (and published authors) Dorie Clark and Jonathan Kranz walk listeners through the publishing process and offer tips for keeping motivated throughout the journey.
Publishing a book is an extremely rewarding accomplishment for you and your business. However, all of the work that comes with writing and publishing a book can lead to a lot of confusion. People often wonder: How do I even decide to saddle up and begin the writing process in the first place? What kinds of material should I cover? What publishers will take me on?
In this week’s Labcast, Dorie Clark, author of Reinventing You, and Jonathan Kranz, author of Writing Copy for Dummies, share the most valuable lessons they’ve learned throughout their own experiences in publishing.
Ray Grieselhuber explains how to identify your ideal SaaS sales model and determine which levers to pull for SaaS success.
Imagine your SaaS sales strategy model on a graph with the Y-axis being price of service and the X-axis being complexity. Is it a self-service model, a transactional model, or an enterprise model? Knowing your SaaS sales strategy model builds the basis for determining the right levers to adjust.
Ray Grieselhuber, co-founder and CEO of GinzaMetrics, breaks down how to cater your sales and marketing to your sales model, keep your cash flow consistent, and stay out of the “startup graveyard.”
If you want to build an online community, you’re going to need to do more than share a few tweets or create a blog. Mackenzie Fogelson explains why engaged communities are creations of both on and offline efforts.
There are plenty of advantages of building an online community: lower customer acquisition costs, increased brand awareness, loyal lifetime customer groups. But those long-run benefits are no products of overnight success. Mackenzie Fogelson, founder and CEO of Mack Web Solutions, stresses it’s not enough to simply be active on social media. Engaged online communities are built on nurtured relationships, patience, and a passionate offline team.
In this week’s Labcast, Mack outlines the steps to building an online community, identifies common pitfalls, and offers tips for developing sustainable influence.