Post Archive: B2B marketing
6 Ways to Make Over Your Case Studies in 2018»
Customer case studies and success stories are still among the most in-demand items in a sales rep’s toolkit. But to influence prospects, they have to be compelling and hard-hitting. How. . .
Dear Vendor: You’re Not Helping Me Buy from You»
Last month, we did what we never expected: we bought a fixer-upper home – we, who can change a light bulb but do little else. Only a few square feet. . .
The Risk of Stripping Down Customer Case Studies»
In my household, we’re having a newspaper war. At least once a week, a kerfuffle breaks out over a particularly engaging article in one of the publications we regularly consume.. . .
Survey Says…Customer’s Voice Most Effective Content Marketing Tactic»
I’ve seen the influence that customer stories have on potential customers time and again, but a new survey provides validation straight from marketers. Customer testimonials and case studies lead the. . .
Enter to Win – One Free Ticket to an Online Storytelling Conference»
Stories are everywhere these days. And while businesses have always used stories to connect with their audiences, we seem to be in the midst of a story resurgence. New books, blogs and. . .
Survey Says…Case Studies Still Influential in B2B Tech Purchases»
We all work hard to create attractive content. But just how useful is it in actually influencing buyers? Each year, I look forward to The Eccolo Media B2B Technology Content Survey. . .
The 3 Can’t-Miss Pieces of Any Consulting Case Study»
In the classic movie, The Wizard of Oz, Dorothy and the group finally arrive at Oz only to learn that the great Wizard is only a man running controls behind. . .
How, When and Where Buyers Want Case Studies»
When it comes to customer success stories and case studies, real research comes few and far between. Not many have tried to measure the impact of stories on the sales. . .
Today’s Prospects Evaluate You on These 4 Criteria»
Sales isn’t what it used to be. Prospects are more overwhelmed than ever before. They’re pulled in a dozen different directions at any time, challenging them to actually get anything. . .
Putting Social Media Theory into Practice – Learn from 171 Authors»
About three years ago, a conversation between an American and an Australian – who have never met face to face – planted a seed. The ideas of marketers Drew McLellan and Gavin Heaton. . .
Customer Success Stories Show You Solve Problems for Customers»
Last week, the Hubspot blog ran a story with lessons from the MarketingProfs B2B Forum, “27 Marketing Lessons B2B Marketers Should Know.” I picked up some fresh new tips and. . .
Customer Case Studies: The “Maybe” Language Legal Loves»
In the world of customer stories, “legal” just might be our arch nemesis. Where marketers look for strong, absolute endorsement statements from customers, legal reviewers at vendor and customer companies. . .
Getting Measurable Results on the Hard-to-Measure»
In customer case studies and success stories, specific results impress. But not every product or service is easy to measure. Coaches, consultants and other service providers, for example, often provide. . .
Audiocast on Demand: Best Practices of Growing, Wealthy Companies»
How do you grow a company that has value and wealth in the eyes of your customers, partners, and potential investors or buyers? At a recent event, I met Lisa. . .
Fortune 500 Companies: Celebrity Endorsers of B2B»
If you sell consumer products like skincare, sunglasses or video games, a celebrity endorsement can be a powerful thing. In the B2B world, you can still tap a famous individual. . .