{% set baseFontFamily = "Open Sans" %} /* Add the font family you wish to use. You may need to import it above. */

{% set headerFontFamily = "Open Sans" %} /* This affects only headers on the site. Add the font family you wish to use. You may need to import it above. */

{% set textColor = "#565656" %} /* This sets the universal color of dark text on the site */

{% set pageCenter = "1200px" %} /* This sets the width of the website */

{% set headerType = "fixed" %} /* To make this a fixed header, change the value to "fixed" - otherwise, set it to "static" */

{% set lightGreyColor = "#f7f7f7" %} /* This affects all grey background sections */

{% set baseFontWeight = "normal" %} /* More than likely, you will use one of these values (higher = bolder): 300, 400, 700, 900 */

{% set headerFontWeight = "lighter" %} /* For Headers; More than likely, you will use one of these values (higher = bolder): 300, 400, 700, 900 */

{% set buttonRadius = '0' %} /* "0" for square edges, "10px" for rounded edges, "40px" for pill shape; This will change all buttons */

After you have updated your stylesheet, make sure you turn this module off

The Inbound Sales and Marketing Blog

Why You Need Case Studies

As you grow new business areas like Managed Services, Document Solutions, Production Print or Wide Format one of the most valuable tools you can have are case studies.  Let’s face it -- everyone knows and trusts you as a great provider of copiers. And, the value proposition for a copier or printer is fairly simple.

The trust you have for office equipment may not immediately translate into these new business areas.  Just because you have serviced someone’s copiers for 20 years doesn’t mean they will trust you with their network support or workflow software.

At the same time, the value propositions for these new areas is more complex than a value proposition for a copier.  Your clients understand what they are buying when they buy a copier (for the most part...) but they may not understand the full value proposition of a cloud-based document management system or a managed network security package.  

These 2 Simple Steps To Connect Your Message to the Right People

One of the culprits of slower-than-they-could be sales is ignoring the many opportunities of social media. Every day, there’s an audience of millions consuming thoughts and ideas that help them choose products or get their jobs done more effectively.

This is an audience you can and should tap into. I’m going to focus on two simple steps you can take to leverage your sales reps’ LinkedIn connection. We’ve found that sales reps have an average of 500 Linkedin connections. So, if you have 10 reps, you have an audience of 5,000.

Today's Buyer: What Can You Do?

Last month’s blog Today’s Buyer: What Are They Thinking?, looked at the mindset of someone making a relatively calculated thinking.  To summarize, there were 3 progressive thoughts behind a decision:

  • Thought 1: I have a problem to solve or an opportunity to take advantage of.  
  • Thought 2 (days or weeks later): I need to start to think about taking action.  
  • Thought 3 (Days or weeks later): I need to take action

Given this thought process, what can you do at each step to ensure you have the opportunity to help those that you can help?

The New Way to Win More Deals: Sales and Marketing as Co-Creators of Value

Why do sales people win? Until recently, the primary points of differentiation for companies have been based on two factors:

  • We provide great products
  • We back them up with great service

While that may be true, the challenge is that these provide little differentiation in a marketplace where the great product you sell can be sourced from dozens of vendors online. And while great service is rare, the reality is that there are many companies that provide great service.

In order to win sales, we need to differentiate ourselves. How do we do that? We have to bring value beyond the product and service. 

Today's Buyer: What Are They Thinking?

You’ve probably heard this before: a CEB study revealed that buyers are 70% towards making a decision before they want to talk with a sales rep.

Whether you believe the number is that high given the product or service that you sell, unless there is a glaring emergency to make a decision to fix something that stops working, buyers go through a gradual process before reaching out to talk with a rep.

So, how can you become part of that process to increase your chance of winning? I’ll share a few ideas in a second post. Today, let’s get inside our buyers’ heads and see what they’re thinking before they pick up the phone or fill out a contact form.

Marketing Isn't a Brochure or Leave-Behind

True confession – I used to think marketing was a load of BS.

Yep, before I got into content and inbound marketing, I was an editor. Marketing to me was an endless barrage of crappy email pitches and product press releases.

My job as an editor was to separate the wheat from the chaff to educate my readers. Oddly enough, that's almost exactly what I do now when creating content for clients – with the additional goal of also driving the audience to take an action.

I saw more than my share of bad marketing, brochure-ware websites and other marketing “strategies” focused on the glory of the vendor.

We still see too much of that for copier dealers and managed IT provider sites. No one cares about you. They care about how you can help them solve their business problems.

Will Content Marketing Be Around in 20 Years?

Hang around with me for any amount of time and you’ll hear about Buyer 2.0 and how buyers are on average 71% of the way through their buying process before contacting a vendor or sales rep. Why? Because when we have questions the fastest and most unbiased way to get answers is online. So, we’ve become a culture dependent on search and social proof.

A Decade of Hashtags - Social Media Isn’t a Fad

#StillThinkItsJustAFad??? 


Turning 10 is a major life step.
Double digits. Almost a grown up.
Fourth grade, here you come.


When was the last time you saw a fad celebrate it’s tenth birthday? I’m not talking about bell bottoms coming back into style, or wearing flannel shirts with dresses. I’m talking about, a fad lasting long enough to reach ten the first time around. Silly bands, those crazy rubber bands kids were wearing, fidget spinners, fads are everywhere, and a new one pops up almost as soon as an old one dies.


Fads don’t celebrate a 10th anniversary.

The Fastest Way to Frustrate and Piss off Your Prospects On Your Website

Today, I got notification of an industry acquisition and decided I’d check out the company being acquired. Excited to see what this company may bring to the OEM who purchased it, I clicked on their website.

Meh.

It was all right. Looks like every other Managed IT company out there with stock images of servers and business people staring back at you with serious looks on their faces. Nothing fancy, but it got the point across. I noticed a pop up in the bottom right corner asking if I could identify with one of two questions.

Clever!

[Video] Buyer Behavior Has Changed - Sales and Marketing Must Unite

Just 10 years ago, only 20% of the buyer’s journey was happening online. Today, that number is 70%.

Last month, I traveled to the Grand Floridian in Orlando, FL to speak to Business Technology Association (BTA) members about how technology has changed buyer behavior. With sales losing control of the beginning stages of the sales process, how do we help guide the buyer through the online journey they’re not taking when making a buying decision? Marketing needs to bridge the knowledge gap between the information in the heads of the reps and the information available online.