Guest: John Edwards

  It has long been known that digital marketing tools can help you boost your company’s presence online and attract more business. But did you know you could use many of the same ones to evaluate your competitors? In a previous Asher Sales Sense Podcast, John Asher and John Edwards discussed “The Five Ways Elite B2B Competitors Are Beating You Online.” Now they’ve returned to talk about using marketing tools to help you gain competitive advantage. This Asher Sales Sense Podcast – “Employing Digital Marketing Tools to Evaluate Competitors” - features host John Asher with guest John Edwards, Executive Vice President at Communica, helping companies with digital marketing and sales initiatives. His areas of focus include strategic consulting, digital tools, and platform integration, including marketing automation, CRM, social media and content development - all designed to accelerate marketing and sales.

This is the third in a series of discussions between John Asher and John Edwards on digital capabilities and trends in sales and marketing. The first was “Digital Presence: The Five Ways Elite B2B Competitors are Beating You Online.” The second was “Digital Strategy: How Elite B2B Competitors Get It Right and How You Can, Too.”

You might be in the majority if you think B2B digital strategies don’t work. And you’d be wrong. The reason is that it’s hard to get them right. Let’s say you already (1) have access to people who know what they’re doing in the digital realm and (2) your systems are driving leads to operationally functional sites. That’s good. You’re avoiding two common problems in this arena. But what about the biggest problem: failure to have a solid B2B digital strategy?

  Is your company’s digital presence competitive? You invest a lot for it, but are you getting the results you need or are you getting pushed around by the A players? Maybe it’s not the quantity of money you spend on digital presence that’s as important as the quality of the strategies and tactics you use. What if you could make a few key adjustments and quickly be more effective in attracting business? This Asher Sales Sense Podcast – “The Five Ways Elite B2B Competitors Are Beating You Online” - features host John Asher with guest John Edwards, Executive Vice President at Communica, helping companies with digital marketing and sales initiatives. His areas of focus include strategic consulting, digital tools, and platform integration, including marketing automation, CRM, social media and content development - all designed to accelerate marketing and sales. 

This is an excerpt from an episode in October. Here's the punchline: What's the cost of doing nothing? Is it something that I can just ignore? Probably more specifically, the question that should be asked is, what if I don't do anything about this but my competitors are doing it? Well, you're all competing for the same buyers.

The Internet has turned the flow of information between sellers and buyers completely up-side down. Gone are the days when sales people controlled the conversation and the exchange of information.  You might have great solutions and distinct advantages over your competitors, but if you can’t get out in front of them you can’t get the sales you need. 

The Internet has turned the flow of information between sellers and buyers completely up-side down. Gone are the days when sales people controlled the conversation and the exchange of information.  You might have great solutions and distinct advantages over your competitors, but if you can’t get out in front of them you can’t get the sales you need.