The Role of Marketing in Intrinsic Selling

One of the most noteworthy articles on the subject of B2B selling was published in a 1966 Harvard Business Review article (#66213). In "How to Buy /Sell Professional Services," author Warren J. Wittreich explains the differences between extrinsic and intrinsic selling. Extrinsic selling occurs, according to Wittreich, when a B2B seller relies on successful work that's been performed for other customers, as a means to validate the seller's capabilities and potential ability to perform for a prospective customer. The weakness of extrinsic selling is that it requires the prospective customer to make a leap of faith: to believe the service provider can provide a level of success that matches or

Is Your Website Content a Brand Liability?

Distracted by social media, it’s easy for a company to lose sight of the fact that their website remains as the mother ship of brand expression and commerce. The standard marketing approach – particularly among B2B firms – is to create a brochureware-esque “Who We Are / What We Do / Why You Should Select Us” web presence, which forever serves as a handy repository for press releases, case studies, white papers and other content mislabeled as thought leadership. For many firms, “build it once & fill it with stuff” is considered effective website management. What often happens – soon after LAUNCH COMPANY WEBSITE is crossed off the corporate to-do list – is that companies don’t apply the same s

Thought Leadership Merchandising: How to Rise Above the Noise

Thought Leadership is one of the most widely used terms in B2B marketing. But there’s a range of opinion regarding what Thought Leadership is, and fuzzy expectations with respect to its tangible benefits. Researching the term “Thought Leadership” yields everything from a sterile Wikipedia definition, to blog posts featuring marketing insights similar to this online gem: “It doesn’t matter if you’re an entrepreneur, an employee, or a student – your ability to become a thought leader will catapult your success. A great way to accomplish this is on LinkedIn.” And we wonder why the marketing discipline is held in such low regard. Broadly, if Thought Leadership is a marketing strategy that leve

PR Playbook: Earning Your Seat at the Senior Management Table

While waiting for the PR profession-at-large to earn a place at the senior management table, current practitioners should develop their own company-specific strategies that will enable them to rub shoulders on an equal basis with their counterparts in finance, legal, marketing, operations or technology. The timeworn adage, “Think globally, act locally,” applies very well here. Here are a few tactics to consider for your personal campaign to gain a seat: Clarify PR’s Role – The most pragmatic answer to “What is PR?” may be: “Whatever your employer (or client) needs it to be.” Exploration of how the PR profession can be applied to achieve tangible benefits for your organization begins with fra

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