How's Your Sales Follow Through?

Posted by Todd Hockenberry on Nov 8, 2016 9:45:00 AM

Anyone can follow up once a sale is made.
"Did you get the product or service?"
"Are you happy with what you received?"
Our task managers and calendars can automate this type of low-value follow up contact with a customer. In fact these types of follow up are increasingly being automated because they require no judgment, thought, or expertise and communicate no value whatsoever to the customer.
So commit to sales follow through instead of merely following up.

Topics: best practices, Inbound Marketing, changes in buying behavior

Is the Sales Process Really 70% Over Before They Call You?

Posted by Todd Hockenberry on Sep 27, 2016 10:20:00 AM

Last week I visited a client  that sells large tube processing equipment to attend their open house with customers from all over the country. They had just launched a new laser cutting line and were showing it off to existing customers and prospects.

A guy walked up to the owner and said 'we looked at a bunch of laser manufacturers and have narrowed it down to 2 companies, you and another. We eliminated 3 others based on features, price and reputation after doing our research. Can we talk about a proposal?'

Topics: best practices, Inbound Marketing, changes in buying behavior

Don't Follow These Steps To Improve Sales Performance

Posted by Todd Hockenberry on Aug 18, 2016 2:20:00 PM

Do you get those annoying emails daily from the latest app or software platform add-on where the spammer acts presumptively, without having proved any value or understood your situation, and asks for a 15 minute call to demo their gotta have thing? They scrape your email from a public listing like a HubSpot partners list and then assume they are so awesome that you have to listen. 
We are an inbound marketing consulting agency, maybe try using some inbound techniques to get my attention instead of interrupting me with your nonsense.
Great article here from Marketing Insider Group on this topic.
Below is another example of today's sales people ignoring the changes in buyer behavior and being lazy.

Topics: best practices, Inbound Marketing

Creating Solutions Based Content for Manufacturing Marketing

Posted by Todd Hockenberry on Apr 21, 2016 10:40:00 AM

Last October I wrote about the 5 statistics and 5 steps that I thought were necessary to understand and implement for a successful 2016. As we head into the second quarter of 2016 it seemed like a good time to touch base and review.

In case you’ve forgotten, Step 1 is: Create Solutions Based Content

What does this mean?

Solutions based content come in all forms, but some of the most common examples can be found as:

  1. Application stories
  2. Case studies
  3. White papers
  4. Blog posts
  5. Industry articles
  6. YouTube videos

Topics: best practices, marketing, manufacturing

Focus on Vision Over Goals to Grow Revenue in 2016

Posted by Todd Hockenberry on Feb 25, 2016 8:15:00 AM


*This blog article is authored by Todd Hockenberry of Top Line Results, a strategic partner of LogicBay*

One of my favorite blogs is The Art of Manliness and a recent post really hit me as a key to B2B companies ability to grow revenue in 2016.

The post Vision Over Goals is written from a perspective of personal goals and vision but I think it equally applies to B2B and manufacturing businesses in terms of their marketing.

An example first, one of our long time customers, Bell Performance, created a vision to educate consumers and businesses about fuel quality and fuel additives. Their world is often characterized by snake-oil salesman and products (that is the term of art for many fuel additives) and being people of strong beliefs they decided to consciously create a marketing philosophy around the idea of creating great content that was educational and helped consumers and business know what was real and what was, well, snake oil.  Their vision is to help first, to add value, to be different.

Topics: best practices, lead management, Partner Collaboration, Performance, marketing, revenue

A 2016 Inbound Marketing Strategy Requires the Right Resources

Posted by Todd Hockenberry on Dec 22, 2015 4:05:00 PM

A key part of any strategy is understanding your resources and planning so that your people, tools, and processes are equipped and aligned. When all of the resources at your disposal work together they allow you to achieve specific goals, like your 2016 Marketing Goals

When we look at some of the things we know, it helps us to better understand the shape of our strategy and, in turn, this allows us to align our resources. Some interesting takeways include: 

Topics: prm, Scale Your Channel, partner relationship management, best practices, lead management, Partner Collaboration, PRM v. CRM, emerging growth companies, Performance, marketing, communication, crm

Get Found Online and Empower Your Channel to Grow Sales in 2016

Posted by Todd Hockenberry on Dec 14, 2015 2:30:00 PM


Companies with a large distributed sales channel (reps or distributors) often come to us struggling with how to grow sales and manage the channel effectively.  Under performance is often caused by a disconnect between the manufacturer or service provider and the realities of the buying environment.  In an age of information parity (buyers often have as much information available to them as the salesperson) successful companies drive interest and engagement in ways that match this change in buyer behavior.

There are two particular stats that help to illustrate this point:

Topics: prm, Scale Your Channel, partner relationship management, best practices, lead management, Partner Collaboration, PRM v. CRM, emerging growth companies, Performance, marketing, communication, crm

The PRM/CRM Balance – How to Handle Lead Management

Posted by Seth Jacobsen on Dec 10, 2015 11:00:00 AM

Any business that sells through an indirect sales channel has likely encountered the challenge of lead registration and management. If your emerging growth company is bringing on its first few channel partners you recognize the need to have some type of process in place to share leads. If you are looking to scale an already successful indirect channel you probably realize the complexity of maintaining control and insight into your pipeline. Regardless of how advanced your relationships are with your with channel partners, you understand this is a critical success factor. Our experience has shown us that some common challenges exist as it relates to lead management in the sales channel:

Topics: prm, Scale Your Channel, partner relationship management, best practices, lead management, Partner Collaboration, PRM v. CRM, emerging growth companies, Performance, marketing, communication, crm

Partner Relationship Management Playbook [Infographic]

Posted by Seth Jacobsen on Sep 15, 2015 7:30:00 AM

For many best-in-class manufacturers, a sales channel “playbook” consists of a Partner Relationship Management (PRM) system that allows the “coaches” (CMOs & Channel Managers), and “players” (channel partners and dealers’ salespeople, service techs, parts experts and others) to perform at their very best. With the right blend of smart coaching, great players and a strong playbook, your channel team will be set up to make a title run of its own.

Topics: prm, channel partner collaboration, partner relationship management, Partner Portal, Channel Partner Training, Sales Productivity, channel management software, best practices, PRM Best Practice

How Uber Uses their Cloud Based Partner Portal to Onboard New Drivers

Posted by John Panaccione on Aug 5, 2015 7:30:00 AM

Partners can come in many shapes and sizes. Your company’s partners might consist of independent dealers and resellers, some that sell your brand exclusively and some for which your brand is one among many. That’s a typical partner strategy, but the San Francisco-based taxi startup Uber faces a different challenge.

Topics: Build Your Channel, Partner Portal, best practices, PRM in the cloud, Channel Partner Onboarding

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