Good news for engineering-minded B2B professionals: The fundamentals of writing can be reduced to a few simple algorithms. Moby Dick is bad writing. It may be one of the great works of American literature — I’ll grant you that. But I can tell you from firsthand experience that this book is a titanic failure of[…]
Writing=Math: Why Smart B2B Engineers Don’t Have to Be Bad B2B Writers
By mburns Insights from Godfrey Jul 16, 2020
How B2B Marketers Can Help Industrial Sales Adapt to Remote Selling
By mburns Insights from Godfrey Jun 16, 2020
Industrial sales teams are working to adapt to a new norm. No trade shows, events or customer visits … all of this means little to no product demos or physical customer interactions. These elements are the lifeblood of B2B sales, at least in the industrial space. But this challenge is not new to B2B salespeople[…]
Coronavirus Event Cancellations: How to Maximize Trade Show Investments
By mburns Insights from Godfrey May 14, 2020
Trade shows and large sales events are a weekly occurrence for some industries. For others, they’re spaced farther apart and more vital. Either way, they represent a massive and vital investment for many businesses. That’s why any kind of interruption in travel or scheduling can be pretty unnerving — and not just because of weather[…]
Understanding the Mind of the Engineer: Six Major Misconceptions Revealed
By mburns Insights from Godfrey Apr 20, 2020
Getting into the head of an engineer is a top-of-mind task for B2B marketers who need to get their product designed into OEM equipment, integrated into a system or specified as a solution. Because the engineer’s mindset is different from other influencers in the buying process B2B practitioners often fail to grasp the engineering mentality.[…]