don't judge me [only] by my leads

As this Entrepreneur turned VP said it here, selling is about 3 essential questions:

• Why Buy Anything?
• Why Buy Mine?
• Why Buy Now?

I'd like to spend some time on the Why Buy Now, as I'd like to rehabilitate the shady side of marketing, the one that's not generating direct leads: brand awareness.

the silent victories

Legal Cartoon by Andertoons 

I was gonna wait and build more content before getting to the communication side of marketing, but today I figured out why some successes need to be silent.

I'm in the type of business where references help you sell: software. So I'm always looking to produce press releases announcing new clients, case studies, testimonials, clients' logos uploaded on our websites.

And there's often the opposition I encounter from the sales team: Don't say a word about this client yet. Do not mention this customer name anywhere.

with best compliments, to UK

Being the active marketer that I am, I have poked my nose, respectively my contact data, into various websites, associations, groups, publications, networks and event organizers.

You know, to read some news, download a free study, ask for a media kit, start a debate, what we marketing people do: draw attention to ourselves and our products.

This kind of interaction has happened with people from various countries in Europe, giving me the occasion to learn about certain specificities and the local business culture. But I was particularly impressed by the consultative selling skills of professionals in the UK.