Live from AACC: Get Past the Buzzes and Whistles: Promote Benefits

ABI’s Daniel Sorrell speaks about communicating the labor saving benefits of technology over the buzzes and whistles. Reporting live from the AACC Expo in Chicago.

AACC is the largest clinical lab exposition in the world.

Live at AACC: Services and Upgrades Key

ABI’s Daniel Sorrell reports live from AACC. Services and upgrades are heavily featured at this year’s show.

AACC is the largest clinical lab exposition in the world.

Seven Marketing Mistakes to Avoid to Grow Sales.

From Alan Isacson, president of ABI Marketing Public Relations comes Seven Marketing Mistakes to Avoid to Grow Sales. Good solid advice for BtoB companies doing whatever they can to gain an edge. In this economy, it’s easy to through up your hands and blame a lack of sales on the recession, but there is business out there to be one. Avoiding mistakes is a good first step…

From the first tip:

1. Avoid Promoting Technology
Of course it’s important to launch new technology; however, to succeed it’s critical to market the value of the innovation to potential users rather than the technology itself. In the late 1990Ís many technology companies promoted “robust innovations” without explaining how users could benefit from applying these new products. The focus was primarily on how the new technology worked, rather than promoting how business could significantly reduce cost and increase output, which translate to tremendous savings.

Read the full text here: Seven Marketing Mistakes to Avoid to Grow Sales

ABI’s Thought Leadership Resource

Looking for some great ideas to enhance sales and marketing? ABI’s Thought Leadership page has several good articles that look at sales and marketing as a combined effort. Offering strategies and pointing out pitfalls, ABI’s articles look at the unique circumstances that BtoB companies face. Particularly today, companies tend to rely on technology to communicate a message and leave sales teams out of the loop. Conversely, many sales people look at marketing as a lead machine that’s broken without considering how they could actually be making the entire system better.

From one of the articles:

It’s Business 101: Marketing and Sales are the two forces that drive business; whether itÍs a small one-person operation or a global corporation, these are the two distinct channels of reaching customer and prospects. Or at least that’s the traditional thinking…

Read more at ABI’s Thought Leadership Page