“Midweek Material” curates articles, podcasts, videos, etc. on a variety of topics including law, marketing/sales, productivity and more.
Top industry and nonprofit leaders’ advice on leadership, courage, embracing risk, and more [Video]:
Take Command Podcast – Best of Season 4 [Joe Hart, Dale Carnegie]
Selling based on insights [Podcast]:
If you are equipped with: “How is the customer performing against the industry? How is the customer performing against their peers? Who’s doing really well and who’s not doing so well?” The whole point isn’t to poke at them and say “hey, you’re really sucking wind here” it’s to say, “I have spent the time to look at this and I have a curiosity around these topics.” It’s just so much better than just coming in with the standard discovery questions to try to figure out if they are going to buy or not.
1017: Insight-Led Selling, with Stephen Timme and Melody Astley [Andy Paul, Sales Enablement]
An essential ingredient when forming personas [Article]:
Instead of creating a laundry list of everything that a specific role is responsible for, focus also on the psychographics of customers. Psychographics provide the WHY behind the behaviors customers exhibit and the thought process behind the decisions they make.
What Are Marketers Missing From Their B2B Persona Strategies? [Halle Feuerman, Gartner]
The reason why Applebee’s is using everyday people in its marketing [Podcast]:
And it really became apparent to us that there was something to that authenticity element of having these real guests being featured in an ad that ties the story of our history for the last forty-one years together in a way that, again, brings an authentic nature and feel to a piece of brand work that we are really proud of and excited to share with everyone because these are really everyday people from across the country.
Why Applebee’s is Turning its Customers in to Marketers [Jon Springer, Ad Age]
Andrew T. Daniel 