What does a tropical scene have to do with empathy and value?

Throughout the pandemic, there has been a lot of storytelling and sharing of experiences. We’re learning more about the cares and concerns of our colleagues, employees and clients.

Is Your Sales Pitch a Turn-Off ?

How to turn on the voice of the customer in your B2B content marketing A few years ago, one of my colleagues told me that he felt like a teenage boy who got a girl to say yes to his invitation for their first date, but not to the second. He was discouraged because he couldn’tContinue reading “Is Your Sales Pitch a Turn-Off ?”

Stop Missing Content Marketing KPIs

How effective has content marketing been in generating quality sales leads? To what extent is content marketing contributing to business development goals and revenues? The table provides high-level suggestions on the mapping of content to the stages of the customer journey.

5 Steps to Create a Value Proposition for Multiple Stakeholders

Identify stakeholders and their role in the purchase process; define the pain points/key issue, usually related to their mandate; identify the solution benefits each stakeholder requires; determine how value is created for each stakeholder; identify a common theme on how value is created for all stakeholders.

3 Myth-busting Truths about Multi-Cultural Marketing

This year, the world’s largest multi-cultural event will take place in Brazil.  The Summer Olympic Games bring together athletes from many nations.  When the events end, the athletes return to their countries of origin… Well, not quite!  You only have to look at the multi-ethnic face of Team Canada to see that Canada is notContinue reading “3 Myth-busting Truths about Multi-Cultural Marketing”