Why Brand Value Can Matter Most When it Doesn't Seem to Matter at All.

Posted by Owen Matson, Ph.D. on Apr 11, 2017 5:03:49 PM

Shakespeare's Juliet famously argues that names don't matter:  "What's in a name?  A rose by any other name would smell as sweet." In other words, calling a rose by any other name--whether a "dandelion" or "doughnut"--won't change the way the flower effects our sense of smell.  Juliet's line presents a classic take on the arbitrary character of names.  Names are nothing more than human inventions that refer to real things.  As such, names obviously don't change the reality of things themselves.  It's common sense.

Then again, what we call a "dollar bill" is more than a piece of paper. The Mona Lisa is much more than a bunch oil paint smeared on an old canvas.  While names are aribitrary, they are not trivial.  Things are things, but names and labels shape how we experience the meaning of these things. I don't know about roses, but a car by another name can be in fact feel much sweeter.  

So what's in a Brand?  A lot.

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Topics: Automated Sales, Brand, B2B Content, B2B Brand Writing, Brand Style Guide, Brand Identity, Brand Story, Brand Strategy, Automotive Industry

How Marketing and Sales Leverage Social Selling to Increase Sales in B2B Markets

Posted by Owen Matson, Ph.D. on Mar 14, 2017 5:43:51 PM

What Is Social Selling?

Social selling is the use of social media by salespeople to interact directly with prospects. Sales reps provide value by answering prospect questions and offering thoughtful content until the prospect is ready to buy. The use of social media in sales allows salespeople to engage with potential customers without interrupting their daily lives with cold calls and hard sells.

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Topics: Automated Sales, Content, B2B Marketing, Sales Cycle, B2B Content, Content Strategy, Social Media Marketing

Inbound 2015 Takeaway: SalesBound Depicts HubSpot's Value

Posted by admin on Sep 11, 2015 5:46:04 PM

Inbound 2015 was a great experience for 14,000 marketers, agencies, partners and vendors who attended this week in Boston. It was a testament to the Inbound Movement, the product vision for Hubspot, and their executive commitment to investing in their marketing community. It wasn’t a Hubspot sales pitch, it was an educational revival – with something to learn in every session and event. In a standardizing and commoditizing Marketing Automation world, Hubspot continues to emerge as the differentiator. While others ‘automate’, and focus on the technology, Hubspot differentiates with its focus on content, outcomes, training, philosophy and methodology for the most unique approach in the category.

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Topics: Automated Sales, Differentiators, Marketing Technology, Marketing Services, Direct Sales, Tech Integration, Creative, Content, Solutions

100% Automated Programmatic Selling Not Yet Possible

Posted by admin on Aug 20, 2015 6:09:00 PM

In AdExchanger this week, Alex Magnin asked "How Much Is Your Direct Sales Team Really Worth?" His argument makes the point that programmatic inherently has a low cost of sales and while publishers enjoy higher CPMs from Direct Sales, they should re-examine their cost structure and optimize towards a more automated sales process oriented around yield.

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Topics: Automated Sales, Direct Sales

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