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    Blog Category // B2B Marketing

    Decoding your prospect's buying decision mode

    Posted by Bob Apollo, Jan 23, 2018
    Are your prospects Satisfied with the Status Quo, Painting by Numbers, Pursuing a Vision, Busy Going Nowhere or Searching ...

    The Keys to Successfully Implementing “The Challenger Sale”

    Posted by Bob Apollo, Oct 09, 2015
    I attended the UK launch event for “The Challenger Customer” yesterday (you can read my review of the book here). One of the ...

    Why it's time to STOP "Adding Value"

    Posted by Bob Apollo, Oct 08, 2015
    It’s probably the most commonly proposed response to price pressures and commoditisation: if we’re not prepared to cut our ...

    It’s time to kick the Shih Tzu out of buyer personas

    Posted by Bob Apollo, Jun 02, 2015
    B2B marketers are directing an increasing percentage of their energy and budget towards content creation. But the consequent ...

    The second most important moment in any B2B sales campaign

    Posted by Bob Apollo, May 26, 2015
    There’s a reasonable case to be made that the most important moment in the management of any successful sales opportunity is ...

    Organisations have personas too!

    Posted by Bob Apollo, Apr 14, 2015
    The idea of buyer personas seems to be sweeping the world of B2B marketing - another example of a business-to-consumer ...

    Why it's critical that you "nail your niche"

    Posted by Bob Apollo, Apr 07, 2015
    How hard can it be for a new entrant to carve out a 1% share of a very large market? The answer, of course, is that it is ...

    McKinsey help to illuminate changes in b2b buying behaviour

    Posted by Bob Apollo, Feb 19, 2015
    A recent article in the McKinsey quarterly has highlighted a phenomenon that many of us have observed: B2B purchasing ...

    Never mind the marketing message, what about the sales conversation?

    Posted by Bob Apollo, Dec 05, 2014
    If your organisation has a complex sales process that requires a series of interactions over several months with a range of ...

    B2B marketing: claiming you’re better isn’t always the best strategy

    Posted by Bob Apollo, Oct 07, 2014
    Technology-based businesses, with a few notable exceptions, have an unfortunate and self-limiting habit of selling on ...
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