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Tag Archive: positive relationship

B2B marketing tip #115: Let the defense rest

B2B Marketing Tip of the WeekWe’ve all been there:  A sales person or executive questions a marketing decision, and we react better than the best defense lawyer in town. Next time, let the defense rest and work to preserve the relationship instead.

Avoid long explanations about the decision itself, or cataloguing your credentials. Instead, look for common ground to move forward. Try to get at the underlying concern or objective—which may have nothing to do with a particular marketing tactic.

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B2B marketing tip #83: Enforce your work ethic

B2B Marketing Tip of the WeekFrom copywriting to public relations, your agencies and freelance resources learn a lot about your company in the course of day-to-day business.

Stay on good terms by developing non-disclosure agreements for all creative resources to sign up front. Outline what constitutes confidential information, how key assets will be stored, and when both sides can promote your relationship.

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