Post Archive: B2B marketing
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. . .
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. . .
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.. . .
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. . .
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. . .
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. . .
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. . .
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. . .
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. . .
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. . .
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. . .
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. . .
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. . .
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. . .
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. . .