There's a mania around content marketing like there was around social media marketing a few years ago. Everyone knows they need to do it, but they don't know why and they don't know how to do it well. As a result, there's a lot of junk out there and intense competition for buyer attention. For content marketing to work, the content you produce must be useful and helpful, says Jay Baer, author of Youtility. More than that, you have to produce content that your buyers love.

Direct download: Create_Useful_Content_Baer.mp3
Category:podcasts -- posted at: 7:00am EDT

When someone says your price is too high, you haven't done your job. You didn't build value. You didn't show the person the value you provide is worth more than the price. To help you do that—and make price a non-issue—Kurt Mortensen, author of Maximum Influence, explains three pricing strategies.

Direct download: Make_price_a_non-issue_Mortensen.mp3
Category:podcasts -- posted at: 7:00am EDT

Companies know they need a marketing planning system. However, 80% of organizations don't have an integrated and coordinated plan. Many barriers prevent them from implementing one, but the biggest is the lack of line management support, says Mike Meldrum, co-author of The Complete Marketer. Listen as he explains why this is a problem, how to eliminate it, as well as other challenges marketers face in organizations.

Direct download: Marketing_Planning_Barrier_Meldrum.mp3
Category:podcasts -- posted at: 7:00am EDT

Selling to C-level executives is more about making a single sale. It's about building long-term, lifetime relationships. That means you must approach high-level executives differently than other decision makers. Listen as Ago Cluytens, Practice Director EMEA at RAIN Group, discusses the best strategy for selling to C-level executives.

Direct download: Selling_to_C-level_Executives_Cluytens.mp3
Category:podcasts -- posted at: 7:00am EDT





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