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Jennifer Apy
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Recent Posts
The Evolution of B2B Selling: Focus on Helping Customers Buy
Many B2B companies are experiencing longer sales cycles, declining win rates, and increasingly unreliable forecasts—not because their sales teams are ineffective, but because their customers are struggling to buy.
| Executive Takeaways |
| B2B buyers face overwhelming complexity, not a lack of information. |
| Long sales cycles and no-decisions often reflect buyer indecision, not sales failure. |
| Winning sellers focus on boosting buyer confidence, not pitching products. |
| Helping customers buy is now the key to competitive differentiation. |
Are you Ready for the Next Senior Living Crisis | Part 4
Tue, Jun 6, 2023 — Convert More Prospects to Residents Getting new residents and their families to become aware of and consider your senior living facility is neither easy nor cheap to do – which is why it’s absolutely critical to converting as many of those who contact you as possible.
Are you Ready for the Next Senior Living Crisis | Part 3
Tue, May 23, 2023 — Make Local Digital Marketing Your Secret Advantage If you’ve been with us throughout this blog series, by now you have a greater understanding of the broader market forces that challenge your senior living business and some of the measures you can take to be one step ahead of the competition.
Are you Ready for the Next Senior Living Crisis | Part 2
Tue, May 16, 2023 — Use Insights to Uncover Your Unique Value If you believe that the best measure of your senior facility’s competitive advantage is signed contracts – this blog is for you Beyond the rent checks and smiling faces of the residents you see each day lies a treasure trove of insights that can guide your marketing and communications today, tomorrow, and into a competitive future. When your unique value is clear and relevant to prospects, they are more likely to choose you over your competition.
Are you Ready for the Next Senior Living Crisis?
Thu, Mar 30, 2023 — Use Insights to Uncover Your Unique Value Prologue It was the kind of headline that no one wanted to see: Whispers of a global pandemic became a reality on American shores, with the first high-profile widespread case hitting a nursing home in Washington state in January 2020. It was a crisis that no one could predict – one that left many residential facilities scrambling, without a cost-effective marketing strategy in place to continue acquisition efforts.
CEO Go-To-Market Warning: Avoid the Blind Spots That Cause Products to Miss the Mark | Part 5
Thu, Feb 2, 2023 — Part 5: Only Teamwork Can Make the Dream Work We have become a nation of isolation. COVID-19 taught everyone how to use technology to carry on safely. Though Zoom, Teams, and other tools have made communication more efficient, we’ve never felt more distant from our colleagues. Through this “together, but apart” mindset, many businesses feel pressured to enable remote work and grant greater autonomy. As a CEO trying to manage in this environment, it’s tempting -- in the spirit of efficiency – to let everyone stay focused on their “swim lane” and not encourage complex collaboration between divisions.
CEO Go-To-Market Warning: Avoid the Blind Spots That Cause Products to Miss the Mark | Part 4
Thu, Jan 26, 2023 — Part 4: Mastering Your Channel Strategy If you’ve been with us through the previous blogs in this series, we’ve cautioned you against the go-to-market pitfalls that could cause your company – and its profits – to slide into a deep ravine on the road to riches. We’ve alerted you to be wary of competitive and market forces that will diminish demand, and waved an orange flag against a product-market misfits or differentiation that is not enough to dislodge competition.
4 Tips for Creating a Sustainable Flow of Qualified Prospective Residents
Wed, Jan 18, 2023 — With an aging population, the demand for senior living facilities in the U.S. has never been stronger. Money and Markets projects that by the year 2040, the United States will need about 1.8 million more senior housing units to accommodate the growing number of senior citizens. That will mean that demand doubles over the next 20-plus years. The increase is expected to really take off after 2025 as baby boomers reach the 80-year mark, and then continue to age and need more housing options than are currently available. Despite growing demand, competition for residents in many markets has never been more fierce. If you want to keep your occupancy rate high and even better yet, maintain a waitlist of potential residents, having an integrated, multi-channel marketing program is essential.
CEO Go-To-Market Warning: Avoid the Blind Spots That Cause Products to Miss the Mark | Part 3
Wed, Dec 7, 2022 — Part 3: Do you have Product-Market Fit? There’s a time-honored Chinese proverb that the journey of 1,000 miles begins with a single step. But did you know that one of technology’s greatest recent success stories started with a “Tiny Speck?” In fact, it was only about 13 years ago that entrepreneur Stewart Butterfield was knee-deep into the development of Tiny Speck’s first game, Glitch. To accelerate the process, he launched an internal messaging platform called “Searchable Log of All Conversation and Knowledge” – or Slack for short.
CEO Go-To-Market Warning: Avoid the Blind Spots That Cause Products to Miss the Mark | Part 2
Mon, Oct 31, 2022 — Part 2: Beware of Market Forces that Impact Company and Category Survival In 2022, the market has been turned upside down. Remote work, the supply chain squeeze, and the rollercoaster economic environment all have roiled even the best of intentions for businesses of all sizes. And though your company’s go-to-market approach will still help you gain or maintain your share of the market, winning the “checkboxes” isn’t enough to stave off the macro forces that are constantly reshaping and disfiguring the landscape you’re selling into.