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The Outcome-Centric Selling Blog

Twitter loses its crown as most preferred B2B social media platform

Posted by Bob Apollo on Thu 17-Apr-2014

B2B Marketing have just published a comprehensive 60+ page survey of business social media - and one of their key conclusions is that LinkedIn (94%) has replaced Twitter (89%) as the B2B marketer’s favourite business social media platform.

The preference gap widened dramatically when marketers were asked which social network was most effective in supporting their business goals. More than twice as many - 45% - chose LinkedIn, compared to 20% that chose Twitter.

Perhaps this should come as no great surprise: as the survey pointed our, fluffy justifications for social media investments won’t pass muster any more. Business social media is increasingly expected to deliver hard business benefits.

So what are the implications for B2B marketing?

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7 Sales and Marketing Resolutions for 2014

Posted by Bob Apollo on Wed 1-Jan-2014

It’s that time of the year again. The start of a new calendar year often coincides with the start of a new financial year, but even if not, it still offers an invaluable opportunity to review the lessons learned from 2013, pause for reflection, and resolve to do even better in 2014.

I’d like to share 7 popular initiatives that many of my clients have resolved to implement (or in many cases, refine and reinforce) in 2014. I hope you find some of the ideas useful in establishing your own resolutions.

1: Clean up your data

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McKinsey: What can business learn from the software industry?

Posted by Bob Apollo on Tue 12-Feb-2013

McKinsey QuarterlyIn a recent article (“Competing in a digital world”) on the McKinsey website, authors Sarrazin and Sikes identify 4 lessons that they believe business in general could and should learn from the software industry. It’s an interesting perspective, and indicative of the pervasive role that software is playing in value creation across a growing range of businesses and industries.

As they point out, software underpins nearly every function in industry. It’s no longer the preserve of the data centre. And it’s leading to entirely new offerings, options and delivery models, facilitating collaboration and driving innovation - and changing the face of competition.

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B2B Social Media requires a team effort between marketing and sales

Posted by Bob Apollo on Fri 1-Feb-2013

Surveys of B2B marketing budgets consistently show that a higher percentage of marketing resources are being invested in content development, inbound marketing and social media than ever before. But business social media is too important to be left to the marketing department alone - it requires a team effort between marketing, sales and other customer-facing employees.

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The Harvard Business Review explores what makes a great tweet

Posted by Bob Apollo on Thu 21-Jun-2012

Twitter is a runaway success, with more than half-a-billion registered users, and a community that spans both business and consumer interests. But what makes a “great tweet”? The May 2012 edition of the Harvard Business Review highlighted some fascinating research into user perceptions from a survey covering over 1,400 users people who were particularly technology-focused and news-centric - so more likely to represent a B2B audience than the average Twitter profile.

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Since You Are A Person I Trust, I Wanted to Invite You To Join My Network on LinkedIn…

Posted by Bob Apollo on Mon 22-Aug-2011

I joined LinkedIn on 23rd August 2004, so tomorrow marks my 7th anniversary. As an early adopter, I’ve seen tremendous benefits from their approach to what is probably now best described as “business social networking”. I’ve recruited staff, given references, secured introductions and found new business. But I’ve become concerned that the network may be encouraging bad practices amongst its more recent recruits…

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Hubspot and Salesforce Showcase The B2B Social Revolution

Posted by Bob Apollo on Wed 10-Aug-2011

I attended a fascinating webinar on Monday on The Social Revolution: Connecting With Today’s Customer given by George Hu (@GeorgeHuSF), EVP Marketing & Platform of and Brian Halligan (@bhalligan), CEO & Co-Founder of Hubspot. For those of you who missed it, I recommend that you take a look at the recorded webinar, but I wanted to share a few of the headlines in the meantime…

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B2B Marketing: Time to Bring the Digital + Physical Worlds Together?

Posted by Bob Apollo on Thu 28-Jul-2011

If you were to listen to the siren songs of the social media charlatans, you might think that conventional B2B marketing tactics are dead in the water. But – as a recent study by the widely respected CSO Insights organisation demonstrates – traditional tactics still have an important role to play. The challenge (and the opportunity) lies in intelligently integrating digital and physical marketing…

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Why Less Than 1 in 5 CRM Systems Actually Increase Revenues

Posted by Bob Apollo on Thu 23-Jun-2011

Why have so many companies invested in CRM systems? According to the latest data from CSO Insights, the overriding goal for most sales organisations is to increase revenues - and yet only 19% of the companies surveyed believed that their CRM investments had achieved this. Here’s one reason why less than 1 in 5 CRM systems actually increase revenues - and what to do about it...

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The Significance of the LinkedIn IPO

Posted by Bob Apollo on Sun 22-May-2011

LinkedIn (NYSE: LNKD) went public on Thursday, amidst echoes of booms and busts from years gone by. The stock was issued at $45, opened at $83, briefly hit $120 and at the time of writing stood at just over $93. So what is the significance of the IPO for LinkedIn and for the technology sector as a whole?

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