26-32 Sizing Your Market

You should be able to size your market credibly, using trade data and goverment sources (e.g. the Census Bureau, the Bureau of Labor Statistics), breaking it out into the Total Addressible Market, Serviceable Market and your target market share. ... [Continue Reading]

26-31 Lead Nurturing

Your outbound marketing program should effectively nurture leads for you sales teams: folks they have talked to who are not ready to buy but that they want to track. You probably won't be able to afford hiring a team of SDRs so this will have to take their place. ... [Continue Reading]

A Behavioral Modification Machine

The snack business is big.  Very big: more than $124 BN in North America and $167 BN in Europe, according to Nielsen, a market research firm. The global soft drink (sweet drinks, fizzy and flat and water) market is over $531 BN.  That's a lot of cola, even if some of it is sugar free.  The industry ... [Continue Reading]

24-63 Don’t Buy That List

It feels satisfying to purchase a list of 10,000+ names but it is a waste of time and money. Purchased listes tend to be only 60 - 80% accurate and using them may result in spam complaints. Better to build your own, smaller and more focused list, which will be more accurate and result in higher open ... [Continue Reading]

22-40 Buyer Persona: Who I Selling to?

Take the time to develop clear, focused buyer personas. Do this with your team so that you all understand who your target is and are aligned in your sales effort - this is really the biggest benefit. ... [Continue Reading]

20-67 Authentic Content

I cannot over emphasize the importance of authentic content, content that your buyer persona actually wants to read or watch. Think of yourself as the "trusted advisor" and produce content yourself. Do not hire or let your marketing folks do it - this will weaken its power. Do not promote, rather, ... [Continue Reading]

17-65 Marketing Momentum

Marketing momentum is measured in months not weeks. Commit to a marketing program when you and think in terms of a 12 month time horizon. Much shorter than this and your effortws will be frustrated. ... [Continue Reading]

17-43 Your Tagline

Your tagline needs to be clear, sharp and communicate what your product does but I don't think it should be too cute. Taglines for B2B products should avoid the cheeky tone used by B2C start ups whose preciousness is endearing to the consumer but can be offputting to the business buyer. ... [Continue Reading]

16-05 Marketing Automation: Tough For Startups

Marketing Automation is much less compelling than its promoters have claimed, particularly for start ups, whose resources are limited. Start simple, keep your efforts modest, using a simple outbound email tool to offer content to prospects.  Don't get lost in social tools. ... [Continue Reading]

15-25 Blogging Efficiently

If you commit to blogging, you can make it easier by generating a editorial calendar and developing simple outlines for each topic well in advance. You can then sit down, pull up the outline and riff on the topic. The topics should be issues your target audience care about. Write steadily - you need ... [Continue Reading]