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Why “Easy” Content is More Persuasive

Posted on March 25th, by David Dodd in Marketing, Sales & Marketing. No Comments

Creating persuasive content is a perennial challenge for B2B marketers. Producing engaging content has been one of the top three challenges identified by respondents in all five of the annual B2B content marketing surveys by the Content Marketing Institute and MarketingProfs.

Marketers have traditionally viewed B2B purchasing as a rational process, and as a result, we tend to believe that the key to creating persuasive content is to use logical arguments that are supported by credible and convincing evidence. We now know, however, that B2B buying behavior is not completely rational and that business buyers, like all humans, rely on non-rational mental shortcuts when making decisions.

Because B2B buying isn’t totally rational, marketing content that relies only on logical arguments and credible evidence will not be as persuasive as content that also appeals to the intuitive aspects of human decision making.

Research from both psychology and behavioral economics has produced several insights that B2B … Read More »


Step Up Your Appointment Setting Efforts

Posted on March 20th, by Stacy Jackson in Appointment Setting, Scoop.it. No Comments

Check out these three key focus areas for appointment setting greatness: people, timing, and tools.

Source: blog.vanillasoft.com

In his recent post, Kevin Thornton boils down the wisdom on over 3.5 million Google results into three key focus areas for appointment setting greatness.

Kevin advises that appointment setters consider 1) people, 2) timing, and 3) tools to improve appointment setting and cold calling efforts. Here’s an overview of each section:

People — keep in mind the following stakeholders and constituents that can have a positive impact on your ability to set an appointment:

Managers
Marketers
Referrals
Prospects

In the area of timing, use common sense to determine the best calling times to reach decision makers:

Immediacy with follow up on inbound leads
Off hours to reach decision makers
Time zones
Trigger events

Finally, Kevin, points out that the right appointment setting platform can tie it all together and help you reach the right people at … Read More »


Cold Calling Advice from RAIN Group: Get Cold Prospects to Talk to You

Posted on March 18th, by Stacy Jackson in Cold Calling, Scoop.it. No Comments

How do you get cold prospects to talk to you? Erica Stritch presents 3 easy tips.

Source: www.rainsalestraining.com

Cold calling/cold prospecting really can be one of the hardest aspects of selling. As Erica Stritch points out in her post, decision makers are more insulated than ever, and it’s tougher to get past gatekeepers. Sometimes, though, you do get lucky. You get a chance to connect with that cold prospect. Now what?

Stritch points out three great tips to shift from “go away” to “tell me more” —

Be relevant — do your research and make sure your pitch makes sense to the person/organization you are calling.
Be valuable — sure, your product might be valuable to the prospect; however, the prospect doesn’t know that yet. Droning on with features or capabilities won’t be convincing. Offer value during the course of the conversation by sharing best … Read More »


A Sobering View on Content Marketing Effectiveness

Posted on March 18th, by David Dodd in Marketing, Sales & Marketing. No Comments

The number of digital marketing channels has grown at an exponential rate, and digital platforms have made it easy for marketers to broadly distribute content. In response, many marketers have adopted a “more is better” approach, publishing more content across more channels in the hope of generating more impact. The more is better strategy is not working. The volume of content produced by companies has increased dramatically, but most content is failing to make an impact.

That is one of the central themes of a new research report (The Content Marketing Paradox:  Is More Content Really Better?) published by TrackMaven. While I don’t agree with all of the conclusions in the report, this research raises several significant issues, and it should be a wake-up call for content marketers.

TrackMaven is a provider of content analytics software. Throughout 2013 and 2014, TrackMaven used … Read More »


AA-ISP Webinar: 4 Ways Queue-based Lead Management is Shaping Inside Sales

Posted on March 17th, by From Around the Web in Inside Sales, Lead Management, Prospecting & Qualifying, Technology. No Comments

Check out this video recording of the recent AA-ISP webinar on the topic of queue-based lead management and how it’s shaping inside sales.


Put An End to: “I’m Not Interested”

Posted on March 16th, by Stacy Jackson in Cold Calling, Lead Management. No Comments

“Whenever I conduct a live workshop or online training, invariably someone asks the question: “What should I say when the prospect says, ‘I’m not interested?’”

My response invariably is: ‘It’s probably too late.’”

Source: coldcallingresults.com

Do you treat “I’m not interested” as a cold calling objection? If so, as Wendy Weiss points out, you have either:

called the wrong person — not the decision maker; or
said nothing that is interesting to the prospect

Your job as sales rep is to ensure you are speaking to the right person with the right message. However, that’s not always easy, is it? A queue-based lead management system can help you improve your call productivity and success:

Call the next-best lead thanks to management customized workflows and lead scoring
Call the lead at the right time
Call with the right message with logical branch scripting

What’s your strategy for avoiding or overcoming “I’m … Read More »


Why You Need Marketing Content for Two Ways of Thinking

Posted on March 11th, by David Dodd in Marketing, Sales & Marketing. No Comments

This is the second of several posts about the role of behavioral economics in marketing, particularly in content marketing. In my first post, I introduced the topic of behavioral economics and argued that it’s critical for marketers to understand the psychological aspects of human decision making and to incorporate those factors into marketing strategy and marketing communications.

Behavioral economics challenges a fundamental assumption of mainstream economics. For decades, economists have assumed that people make economic decisions rationally. The traditional view says that people weigh the economic costs and benefits of proposed actions, have relatively stable preferences, and usually act to maximize their economic self interest. Behavioral economics holds that people don’t always make rational economic choices because they unconsciously use heuristics (mental shortcuts) that produce several cognitive biases.

In his landmark book Thinking, Fast and Slow, psychologist Daniel Kahneman – whose research with … Read More »


How to Create Dynamic Scripts That Engage and Sell! – Part II

Posted on March 5th, by Contributor in Call Scripts, Cold Calling. No Comments

Part I of this webinar series covered the fundamentals of writing an effective dynamic script, why messaging is key to sales success, and how to implement a dynamic script with sales automation. Due to all of the questions and the overwhelming demand for more information, we decided to schedule a Part II and take the conversation from theoretical to practical. Instead of just telling you the WHAT and WHY, we are going to show you HOW in a live demo.

In this webinar, we will show you:

How to build a dynamic script
How to integrate your dynamic script into a sales automation tool
How sales automation creates a more fluid sales experience

Sign up today and reserve your spot to see SalesScripter’s and VanillaSoft’s scripting software in action. If you missed Part I, check it out here.

Need a logical branch scripting solution for your … Read More »


Where B2B and B2C Marketers Agree and Disagree

Posted on March 5th, by David Dodd in Marketing, Sales & Marketing. No Comments

Salesforce.com recently published the results of its 2015 State of Marketing survey. The 2015 survey was conducted online in October and November of 2014 and generated over 5,000 responses. The survey was directed to marketers in “Salesforce Marketing Cloud locations,” so the respondents may not be a representative sample of all marketers. Still, the number of responses makes this a significant piece of research.

The Salesforce.com survey included a nice balance of B2B and B2C participants. Fifty-six percent of the respondents were from B2C companies, and 44% were affiliated with B2B enterprises. The survey found significant similarities in the viewpoints of B2B and B2C marketers, but the results also revealed a few interesting differences.

Both B2B and B2C participants in the survey were optimistic about marketing budgets for 2015. Eighty-four percent of both B2B and B2C respondents said they plan to increase … Read More »


Dynamic Call Scripts that Engage & Sell – Video

Posted on February 27th, by Stacy Jackson in Inside Sales, Technology. 1 Comment

Sales is not always an easy job. Chances are you or your sales reps will run into a call where a situation arises that leaves you uncertain how to proceed.

In addition to training and role playing, one of the best ways to handle diverse call scenarios is with a dynamic call script. Dynamic scripts, or logical branch scripting, branches out to effectively handle different call interactions to increase the possibility of a sale. Even a new rep can perform like a seasoned sales veteran in seconds with a logical branch scripting solution.

Check out VanillaSoft’s recent webinar featuring speakers Mike Halper of SalesScripter, and Kevin Thornton of VanillaSoft.

Need a logical branch scripting solution for your team? Take a VanillaSoft free trial today!