009 - You don’t get fired for hiring IBM
1* You don’t get fired for hiring IBM
The old adage that you don’t get fired for hiring the known and trusted brand.
This fantastic piece of research reiterates the need for companies to invest in brand building, and the key influences for buyers when making a purchase decision.
This report is jammed back with insights on the B2B buyers journey, and I could cover the whole newsletter deep diving into these insights, here are the key takeaways and key reasons to read this doc.
Only 17% percent of companies consider 4 or more brands when they’re ready to buy
If the brand is known to the user, they’re 2x are likely to win “the deal”
The top three research sources throughout the decision journey process
What type of content makes the biggest influence on the buying decision
What types of content are more effective at different stages of the buyer's journey
2* Milkshakes can help figure out how to speak to your customers and identify what products to build
Harvard Lecturer, Best Sell Author and former Boston Consulting Employee, Clayton Christensen has an impressive CV. His Jobs To Be Done Methodology is known, but not widely adopted.
But this super-smart thinking needs to be a part of your arsenal.
His profound methodology outlines how customers buy products and make decisions. It looks at the decision making through the lens of a customer with a job to solve.
These “jobs” can be deciding on what breakfast snack to buy, what software to purchase or what house to buy.
This methodology applies to everyday use both personally and professionally.
Clayton simplifies this methodology with his explanation of buying milkshakes. You’ll become immediately more equipped after taking 5 minutes to watch this video.
https://www.youtube.com/watch?v=1SfUsSyGWJ8
3* Features vs benefits vs value
Last week I shared (point 3) a positioning framework that took you step-by-step when considering how to speak with your customers and position your brand.
This table in April Dunford’s book ‘Obviously Awesome’ breaks this down beautifully with a clear visualised example.
Its beauty is within its simplicity.
It outlines how your core features should be positioned as a benefit.
How to frame the benefit and articulate the value.
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4* “Know where your target audience is on their path to buying your product or service.”
What is your brand doing to engage the 95%-98% of brands who are not in the market for your product?
5* is ABX the new ABM
“Experience is the differentiator”
Personally, it sounds like another potential buzzword with a self-promoting agenda to boost vendors who offer an “experience” within the ABM ecosystem. But adding a layer of experience to your ABM program can certainly help you stand out. The folks at Reach Desk have outlined the benefits of using gifting and personalisation within your ABM program.
These slides reinforce some good hygiene and consideration for your ABM program.
Conversation(s) You Should Read
This one liner provoked over 85 comments. “Growth marketer is just a marketer who never learned to say 'that's not my job'.” Nicely done Ognjen Bošković
Smart People To Follow
Tim Davidson shares practical and smart advice on B2B tactics.
Chris Walker needs no introduction. HIs profound views on measurement have played a key role in B2B marketers rethinking their entire GTM strategy.
Oliver Meakings has already featured here when we discussed his tool Roast My Page. But Oli consistently provides nuggets of advice for founders getting their first customers, his newsletter is worth signing up to.
Tools & Platforms
Each week I share a tool I have used, plan to use or I find interesting.
ReachDesk, personalised gifting at scale.
I sat next to the founders at a booth 3 years ago at SaaSStock, little did I know that small team of 4 was on the verge of exploring. Their product is now an integral part of 100s of ABM programs all around the world.