Henry Bruce

The Rock Annand Group

Henry Bruce is the founder of the Rock Annand Group, a client acquisition strategy consulting firm focused on the B2B software industry. Henry is a passionate B2B sales and marketing strategist and blogger who brings over 30 years of operational software experience to his engagements. Henry specializes in developing programs that deliver results in 90 days or less.

5 Stats Every Good Lead Nurturer Should Know

0 comments 286 reads

Posted on 2012-05-17

I must admit, I’m a bit of stats nut when it comes to forming an argument and making my case for something, like whether the Celtics can win it all this year, or saying its time to break up the Red Sox and start all over.

Rethinking the DemandGen Process: Quantity or Quality?

But when it comes to B2B sales and marketing, I am going to get on my soapbox and tell all it’s time to rethink the entire demand generation process. Why? Because looking at a variety of stats from some of my favorite authorities like Gartner, Forrester, Marketing Sherpa and Sirius Decision tell a very dark story about current practices that still plague the...

Read More »
Start with WHY: The Secret to Good Storytelling Part 2

0 comments 568 reads

Posted on 2012-03-02

When You Open Your Mouth, Have a Point

When ever I think of stories, I’m always reminded of one of the best movie lines of all time from a movie full of great ones, “Trains, Planes and Automobiles”. Steve Martin (Neal) has already had his fill of John Candy’s (Del) character and finally loses it after hearing another of Del’s stories:

“And by the way, you know, when you’re telling these little stories? Here’s a good idea … have a POINT. It makes it so much more interesting for the listener.”

Trains, Planes and Automobiles

Don’t you wish every...

Read More »
What is the Secret to Good Storytelling? Part 1

0 comments 524 reads

Posted on 2012-02-22

In my last post, I indicated that the secret to good storytelling lies in making an emotional connection with buyers. But, I am not naive to think that this is an easy thing to do for most of us, regardless of our position in the company. The challenge, as I have learned in life personally and professionally, is that making the connection means earning the other person’s trust. And that my friends means making ourselves vulnerable. And further more we have to take the Nestea plunge first in order to get the other person - our buyer, our boss, our partner, our children – to open up, listen and respond.

Now I know what you are thinking … sounds way too “touchy-feely” to me. And what does what have to do with business, content marketing and telling good stories. Well folks it has everything to do with...

Read More »
The Importance of Storytelling in B2B Sales & Marketing

0 comments 531 reads

Posted on 2012-02-02

So let me tell you a story.

Once upon a time, I started a BLOG and started writing about my views and experiences as a B2B sales and marketing junkie. After 30+ years in the field, first 20+ working with a number of software companies in every aspect of field operations and then 10+ as a consultant, I felt I had something to say so I did what every warm blooded marketer feels they need to do and started cranking out CONTENT. First a web site, then BLOG posts with a few choice podcasts and webinars. A couple of plum conferences in front of live audiences; interviews for trade pub articles and some articles and white papers of my own. Lots of arguments and opinions supported by facts and stats and use cases.

But what is the end game of all this content creation and publication? Followers? Likes? Retweets? In my case, it’s all about building trust with my audience and to find buyers and influencers who believe what I believe....

Read More »
B2B Marketing 3.0 – What’s Next for Marketers?

2 comments 2,610 reads

Posted on 2011-07-20
I had the pleasure of participating in the Focus.com B2B Marketing Week last week, a collection of webinars and round table panels that brought together the top experts in their fields to discuss the state of B2B marketing. Nine sessions covering many important topics in B2B marketing with lots of talking heads – marketing consultants, vendors and industry pundits. This is the third Focus round table I have done this year and I must say they are great way to hear what others are experiencing in the market across the country.

Our round table entitled “B2B Marketing 3.0: What’s Next for Marketers?” centered on answering these questions:
- Definition of B2B Marketing 2.0
- Definition of B2B Marketing 3.0. What prompted the change?
- How many...
Read More »
5 Keys to Marketing Automation Implementation Success

0 comments 1,128 reads

Posted on 2011-06-27

Last month, I participated in a FOCUS round table call hosted by Craig Rosenberg (the Funnelholic ) where the focus was on defining marketing automation success and how to get there. (Listen to the recorded round table here.)

In looking at how to define success, I highlighted 4 lessons learned and 5 keys to success.

Read More »
Lead Nurturing is Coming of Age Part 4: Moving from “Good” to “Best”

0 comments 1,295 reads

Posted on 2011-01-07
In part 1 of this series, we noted from Sirius Decisions’ recent research that the market leading companies, using the same number of leads are able to
- Close over 4 times the number of deals as “average” firms
- Close twice as many deals as “good” firms.
These are eye-popping numbers to consider, especially with economic times that demand that businesses make every opportunity count.
Read More »