B2B Reads: Reaching C-Suite Audiences, Messy Situations, and AI-guided Selling

In addition to our Sunday App of the Week feature, we also summarize some of our favorite B2B sales & marketing posts from around the web each week. We’ll miss a ton of great stuff, so if you found something you think is worth sharing please add it to the comments below.

How to A/B Test Your Pricing (And Why It Might Be a Bad Idea)
Choosing the right pricing for your product is a little bit like Goldilocks. Too high, and you risk alienating a large majority of your potential customers. Too low, and you likely won’t have enough revenue to run a sustainable business. But how can you get it just right? Thank you, Caroline Forsey, for this helpful read.

Best-Practices for Reaching and Marketing to the C-Suite Audience
Standing out to the C-suite is vital, because the executives there hold much of the decision-making power in an organization. They are also the most frequently targeted audience in multichannel campaigns. So, how can marketers successfully market to the C-suite? Thank you, Nick Runyon, for the insightful read.

Messy Situations Often Hold the Deepest Lessons
The childish belief that meaningful contribution is easy, prevents grass from growing. Ease is the enemy of meaningful contribution. Thank you, Dan Rockwell, for the great read.

Seven Principles For Achieving Transformational Growth
Growth is at the top of the agenda for almost every business. But achieving and sustaining growth is hard and it is not for lack of will or effort. Thank you Michael Betz, Joy Chen, Rock Khanna, and Duncan Miller for this helpful insight.

Three Steps To Creating Empathetic Content That’s Useful
Empathetic content is helpful without being salesy; it puts the buyer — not your product — at the heart of the story. Thank you for the great read, Christine Brozek.

Sales Outreach in Five Steps: How to Run Campaigns That Get Results and Don’t Burn Your Leads
If cold channels are dead, then all marketing channels are. Because every relationship starts “cold.” The real problem is how cold sales outreach works today. Thank you, Andrei Zinkevich, at fullfunnel.io for the great read.

A 5 Step Guide to Crafting a Customer Journey Map
A customer journey map is a visual representation of every interaction an individual customer may have with your brand. It’s essentially a roadmap of the full customer experience, from when a customer first becomes aware of your brand to when they make their final purchase. Thank you for the insightful read, Sarah-Nicole LeFlore.

What Is AI-guided Selling?
Learn the ins and outs of AI-guided selling, how it will affect go-to-market activities, and what it means for the future of sales and marketing. Thank you, Tony Smith, for the informative read.

Optimizing The Outside Sales/Inside Sales Mix
Inside sales and field sales activities and roles have blurred, as both sellers and buyers enabled with digital tools have confirmed the physical and virtual boundaries that separate “outside” and “inside” sellers don’t matter anymore. Thank you,Robert Munoz, for the insightful read.

What Do Website Visitors Want? It’s Not What B2B Brands Are Giving Them [New Research]
As brands, we know what we want our websites to say and do. As visitors, we know that websites often fail to give us what we’re looking for. Why the gap? Thank you for the informative read, Andy Crestodina.