When I was introduced to Founder and CEO, Tara Kinney, and Chief Revenue Officer (CRO), Steph Hermanson, I was in the same place a lot of people find themselves today… working several different jobs and marketing side gigs while finishing up school, all with a pile of student loans, debts, and no real direction as to where I was going with my career.
Companies of all sizes – from regional business startups to worldwide Fortune 100 companies – are increasingly hiring fractional executives and fractional management. The many advantages have become clear, including depth and breadth of executive expertise, an objective perspective, and a measurable, faster return on investment.
A strong B2B go-to-market strategy must have messaging elements like target market and competitive differentiation, brand strategy, and supporting digital operations elements, such as websites. Integrating branding with effective, customer-friendly web design is a key step in making an impression and being memorable among website visitors and potential customers. Consistency and creativity are essential to creating an effective go-to-market strategy and a recognizable brand with a powerful digital footprint and do it well.
"It depends" is one of the most frustrating answers to a question. What does it cost? It depends. How long will it take? It depends. Are you available? It depends. It feels like a non-answer. A cop-out. A skirting of commitment. Avoidance. But other times, “it depends” is very real. It is a conditional answer. For example, a price can be quantity dependent or tiered for the level of support needed. Delivery times can also be dependent on when a service is needed (is it an emergency?), location, and backorders.
Is your B2B company, like so many others right now, seeing stagnation in good, qualified leads? Are your salespeople working their lead gen tools without much success? Is lack of new leads tempting you to respond to one of the many social media solicitations for outsourced lead generation services? You’re not alone. More companies are exploring this option but have concerns about how to choose a great B2B lead generation company.
In 2019, when Brian Peterson joined Atomic Revenue as a consultant, Atomic Revenue was growing at a rapid pace – from a nationwide, entrepreneurial team of seven, then twelve, then on to 42 within a year. There was no doubt, with our rapidly growing company and unusual structure, we needed his expertise and skillset to develop an operations and finance strategy, and a fine-tuned structure to support revenue growth.
Did you know that a well-done consultative sales process mirrors the myths and legends that human beings have told each other for millennia? While at first, that sounds a little far-fetched, stay with me here as we show how, since the dawn of man, the tales we’ve told and the heroes we’ve come to love, inform and frame our worldview.
Are you marketing to your own customers? Many B2B business leaders put this task on the back burner when it really should be a top marketing priority. Why? Your customers already know you, your products and/or services, and hopefully have had success with what you offer. Ultimately, customer marketing develops a positive customer experience (CX), resulting in customer advocacy, a core component of profitable growth. Your current customers are a wealth of hidden revenue potential!
When Atomic Revenue met the AIE management team in 2019, the company was facing a myriad of challenges, including, but not limited to, the fact that most revenue was tied to one client who was contemplating a reduced contract. AIE, also known as Alternatives in Engineering, also had a confusing brand identity, a website security issue, a longer sales cycle than most, trade show spend that was not paying off, and a multi-generational family leadership team taking over the company. Then the pandemic hit, and their largest client did, in fact, minimize their service contract.
In recent years, leaps and bounds in the world of business technology have greatly enhanced the ways in which B2B companies sell to their customers. From using customer relationship management tools to manage and accelerate the sales process to tapping into social networks to create meaningful connections with prospects, it seems like every year brings a trove of incredible tech that can be leveraged for business growth.