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FutureNow Article
Saturday, Jul. 1, 2006

Doing Business B2B? At Least 9 Things You Can Learn from Waiting for Your Cat to Bark?

July 1st, 2006

Leverage the power of Persuasion Architecture to improve your business-to-business transactions

As marketers in today’s landscape, we must walk a different path. No longer will our product-centered, mass-market habits serve us well. The interconnectedness of emerging media means we must focus on the customer and create persuasive systems that have at their core an understanding of human motivations. Our unfolding experience economy makes this demand on all of us.Waiting for Your Cat to Bark? presents Persuasion Architecture as a set of big…

...continue to read "Doing Business B2B? At Least 9 Things You Can Learn from Waiting for Your Cat to Bark?"

FutureNow Post
Friday, Apr. 15, 2005 at 12:36 pm

Selling B2B Decision Makers

April 15th, 2005

You sell business-to-business (B2B). Whether you sell paper clips or a highly complex, high-dollar solution, you must reach out to a decision maker. These elusive decision makers hold your transaction’s fate in their hands. And contrary to popular practice, selling B2B isn’t a mechanical, unemotional, linear, logical process.

To reach out and persuade decision makers, remember: decision makers are people. Treat them that way. Sell them that way.

They have identifiable motives, needs, and preferences. They have hopes, dreams, and goals. Their…

...continue to read "Selling B2B Decision Makers"

FutureNow Article
Tuesday, Mar. 1, 2005

The Forest for the Trees

March 1st, 2005

B2B or B2C, you persuade most effectively when you map their buying processes to your selling process

Okay B2B folks. Time to see the light. Time to challenge your perceptions of industry differences – when it comes to online persuasion, B2B is not substantively different from B2C. You sell; they buy; you’re most effective when your selling process pairs up perfectly with their buying processes. Whatever you’re doing out there in cyber space, you get that relationship right and you’ll persuade…

...continue to read "The Forest for the Trees"

FutureNow Post
Friday, Oct. 22, 2004 at 4:00 pm

Jumping B2B Hurdles: Lead Generation and Complex Sales

October 22nd, 2004

We recently discussed steps to increase and optimize a site’s ability to generate leads. We looked at suspect, prospect, and lead customers, as well as different tactics to persuade visitors in all stages of the buying process.

What if your company has a complex business-to-business (B2B) product offering? And what if specific customer needs, budgets, and personalities drastically differ? Simply accounting for a visitor’s buying-cycle stage doesn’t suffice.

We suggest using personas to help manage a complex sales process, an array of product…

...continue to read "Jumping B2B Hurdles: Lead Generation and Complex Sales"

Marketing Optimization Blog
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