The Lost Book of Sales

JULY 12, 2021

If you enjoy what you read and would like to receive a very occasional, hand-crafted update from me into your inbox, feel free to sign up below. Basics: Markets and segmentation. Being sales vs. market driven when crossing the chasm. Launching the invasion. As the kids like to say: What’s up with that?

Cross-sell 52

Cross-sell Niche Objectives and Key Results Price 52

PandaDoc

SEPTEMBER 19, 2023

Let’s say you’re the head of sales in a small company that recently launched a product. Your task as a sales manager is to market it. Key takeaways Targeting specific, niche markets with specialized products and services can help small businesses operate more efficiently with lower costs and higher revenue. So, off we go!

Niche 52

Niche Cross-sell Price Referrals 52

Hubspot

JANUARY 17, 2014

Because there are so many great campaigns that have come and gone (or stuck around, in some cases), we decided that the original 10 just wasn''t enough -- so I rounded up 10 more of the most remarkable marketing campaigns in history. Even companies we''d never heard of created remarkable campaigns and took the spotlight.

Campaign 77

Campaign Entertainment Sports Promote 77

ConversionXL

OCTOBER 14, 2021

Market share. Market share is a good measure of your brand position relative to your competitors, as it’s a zero-sum game. Unlike metrics such as brand awareness, which can rise across the board, growth in market share means a decline for competitors. Brand momentum in the marketplace. Take Tesla.

Objectives and Key Results 157

Objectives and Key Results A/B testing Growth Market share 157

SaaStr

NOVEMBER 19, 2019

WebPT achieved 30% market share and transformed an entire vertical with a purpose-built solution in a tech-averse industry. Learn what it takes to create your own category, achieve scale in a niche SaaS vertical and how it requires more than just discovering an unmet need. I started in the marketing department.

Closing 67

Closing Customers Niche Cross-sell 67

Martech

MARCH 15, 2022

The key to long-term success is using brand strategy to define your market position in order to create market share and revenue growth. A brand marketing strategy is a set of guidelines that help businesses determine their core values and what they want to achieve with the business. Why is branding important?

Objectives and Key Results 139

Objectives and Key Results Campaign Start-ups Engineering 139

ConversionXL

JANUARY 18, 2022

It happens when a customer can name your brand when reminded of what you sell (aided recall) or without that reminder (unaided recall). Brand awareness marketing’s most formidable opponent is direct response marketing. Early on, Canva teamed up with tech influencer Guy Kawasaki to advocate their mission as “Chief Evangelist.”

Campaign 122

Campaign Networking Non-Profits Launch 122

ConversionXL

SEPTEMBER 10, 2021

Market maturity: Conversely, competitors are investing in a new featureset and thus, they’ve become table stakes. You need to build or buy these features to keep up. Market share: You may already be a category leader, and growth requires you to expand into new verticals. Business requirements trump features.

Technology 96

Technology Technology Launch Transportation 96

Hubspot

JANUARY 10, 2013

Whopper Sacrifice (a Facebook app) launched in early 2009 with little fanfare and almost no media support — and lasted only 10 days before Facebook shut it down on the basis of “user privacy violation” (the app notified friends when they were deleted). It was a simple idea, but at the time of its launch in 2006, a groundbreaking one.

Campaign 78

Campaign Entertainment Gambling Launch 78

Hubspot

MAY 10, 2012

In fact, eMarketer reports that 52% of US small businesses don't feel they are marketed to by other businesses effectively , while 46% feel they're being "sold" to instead of "spoken" to. You know, where you are "social" with people instead of pushing the hard sell? Pinterest for B2B Marketers. Social media!

Networking 75

Networking B2B Lead generation Promote 75