Welcome back to our B2B Sales and Marketing Lessons Learned series. For the month of December, on Wednesdays, we shared the experiences of thought leaders in the sales and marketing industry and the lessons they’ve learned throughout their career. We got so many lessons that we had room for one more bonus post to kick off the new year with a bang! What was your biggest lesson learned in 2015? Share with us in the comments below!
Put in the work - Doug Kessler, Velocity Partners
Doug Kessler is co-founder and creative director of Velocity Partners, the London-based B2B content marketing agency. Doug has written a lot about content marketing including the B2B Content Strategy Checklist, Insane Honesty in Content Marketing and Crap: Why the Biggest Threat to Content Marketing is Content Marketing.
I learned the hard way how important it is to actually meet your target audience, instead of simply reading a persona document and thinking you know them.
You need to hear the language that your prospects use.
How they describe their world and their challenges.
Whenever we skip this step, we regret it.
Whenever we invest this time and effort, the results multiply.
The underlying lesson: don't be lazy.
Put in the work.
There are lies, damn lies, and statistics - Matt Bertuzzi, The Bridge Group, Inc.
I have a confession to make. Even though I'm "the numbers guy" at The Bridge Group, Inc., my formal math education ended with high school calculus.
Early on in my career, I believed every statistic that I encountered. "Has a decimal point? Must be true!" Then, one day I made a pitch to my then CFO on why we needed a new, bright and shiny technology. I trotted out every acceleration, impact, and ROI stat the vendor supplied.
The CFO, far from being blown away by the overwhelming "scientific proof," dug in to each number -- picking them apart one by one.
I was mortified.
I learned a hard lesson that day: math is a weapon both for good and ill. And I decided to dedicate myself to improving my math fluency. 10+ years later, I've made good progress, but I have miles more to learn.
If you're like me, and want to hold your own with your CFO, here are a few resources that I can't recommend highly enough: