category design
Guide to Overcoming Buyer Resistance
- September 14, 2022
- Posted by: Mark Donnigan
- Category: B2B Marketing
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Buyer resistance is real, but there is a way to overcome it confidently by understanding the values and motivations that drive your customers so that you can create messaging that will help connect with them and reach your revenue objectives.
Language That Captures Your Market’s Attention
- August 31, 2022
- Posted by: Mark Donnigan
- Category: B2B Marketing
Languaging is the marketers tool that enables them to reach their audience so that a desired result is triggered. Too much marketing is based on comparison when it’s different that our prospects respond to. Avoid better/faster/cheaper language…
Why the Words You Use Matter in Marketing
- August 25, 2022
- Posted by: Mark Donnigan
- Category: B2B Marketing
The words we use matter, and this has never been more true in today’s noisy marketing saturated world. In B2B, we must connect with more members of the customer’s buying committee than ever before, all of who have unique needs/wants. Languaging is a critical art for marketers to master.
You Better Know The CMO Type You Hired
- July 10, 2020
- Posted by: Mark Donnigan
- Category: B2B Marketing
Hire the wrong type of CMO for your business objectives, and it won’t matter how impressive an education, logos on their CV, or years of experience that they have, they’ll fail.
Category Design Drives Markets
- June 8, 2020
- Posted by: Mark Donnigan
- Category: B2B Marketing
If you are not the Category King, winning the market will be much more challenging. Category design is the essential tool to drive any B2B disruptive innovation market.
Most Startups Need a Wartime CMO
- May 7, 2020
- Posted by: Mark Donnigan
- Category: B2B Marketing
Many marketing leaders come from well entrenched companies with established markets, brands, and products with full PMF. But, CMO’s with this background often fail. Startups instead need a Wartime CMO.
