by David Munves, CFA | Oct 19, 2020 | Strategic Marketing
Crises always bring opportunities, and the Covid-19 pandemic, despite its terrible human and economic costs, is no exception to this. According to a recent study from IBM’s Institute of Business Value (IBV), the pandemic has led firms worldwide to significantly...
by David Munves, CFA | Oct 13, 2020 | Strategic Marketing
If you ask B2B sales professionals what customer response they hate to hear most, “I’m not interested” would be the clear winner. But in my experience, “I need a free trial” is a strong contender for second place. The concept of “free” is bad enough for a sales...
by David Munves, CFA | Jul 14, 2020 | Strategic Marketing
In a previous post on improving sales pipeline efficiency for vendors of complex B2B financial products, I discussed how to use strategic content to get raw prospects to commit to lead qualification meetings or phone calls. This post covers the next stage of the...
by David Munves, CFA | Jun 12, 2020 | Strategic Marketing
In marketing complex financial products I’ve found that the biggest challenge at the lead qualification stage (the second one in the sales pipeline schema) is getting prospects to engage with a product. Without this, they won’t devote the time and bandwidth to...
by David Munves, CFA | Jun 5, 2020 | Strategic Marketing
In this, the second post on the use of strategic content to boost B2B sales, I focus on a common challenge all vendors face at the outset of the sales process, namely the need to identify unqualified leads from a much larger group of raw prospects – the initial step...
by David Munves, CFA | May 27, 2020 | Strategic Marketing
Selling complex B2B financial products is a fraught undertaking, even without the impact of the Covid-19 pandemic on target companies’ day-to-day operations. Vendors must endure long and uncertain sales cycles, reflecting tight client budgets, the need to deal with...
