IDC’s Sales Advisory Practice director Lee Levitt wrote to sales leaders back in June offering a comprehensive three-step process for maximising Q4 results. Here’s an edited version of what he had to say.
Direct marketing expert and creative guru, Chris Barraclough offers ten insights into what works best in the B2B marketplace.
Yes, of course they are consumers… but that’s outside of work. In work, people have a different perspective on decision-making. To all but owner/managers, people aren’t spending their own money and, thus, attack decisions in a different manner.
A lot hangs on making the right decision, or at the very least, not making the wrong one; so business people tend to take things quite seriously, which is why humour and light-heartedness is very rarely effective in B2B communications (as opposed to a ‘wry smile’ which can work). Ultimately, businesses buy products or services to enhance profitability or improve efficiency: as neither of these aims sits particularly well with trying to be funny, more often than not humour falls flat on its face.