Everyone is drawn to a good story. Why? We love to imagine ourselves as the protagonist, overcoming the odds and winning. Stories are inspiring. Stories help us understand how the world works. Ultimately, stories give us clues about how to solve our own problems in the real world.
And stories are attractive because they’re concrete. They’re visual, easily pictured in the …Read More
Salespeople are a pretty tenacious bunch. They send email after email, make call after call, meet with prospect after prospect, then get up morning after morning and repeat. Salespeople work hard. But hard work doesn’t make sales — at least not efficiently.
Most B2B companies now understand the role that content plays in marketing, to generate leads. But many companies are still relying on …Read More
Scientists have debunked the myth that we only use 10% of our brains. But the myth is persistent because it’s so believable. One of the worst offenders that makes this false statistic so convincing is marketing copy. Cliches invade websites and sales collateral like a particularly nasty insect species. Buzzwords and abstract phrases that mean nothing are everywhere, and they’re …Read More
Content marketing has grown up—nearly every size company in every industry is using content. As a result, there’s a lot of content out there. But although much of that content features good writing and nice design, it tends to be shallow and similar to what’s already been published. Which is why companies (and the marketing agencies creating content for them) …Read More
Many B2B marketers are getting lots of “likes” and “shares” on their content, but they struggle to get leads to convert into paying customers. People genuinely appreciate their content—it’s helpful, engaging, and interesting. But while engagement is important, it’s not what B2B marketers ultimately need. 85% of B2B marketers say their top goal is lead generation, and 84% say it’s …Read More
Committing to an enterprise-level purchase is a stressful decision for most B2B buyers. There are real consequences to the business if a vendor performs badly, such as angry customers, lost revenue, or fines associated with failing to follow regulations. An individual’s promotion (or job) could be on the line if things don’t go as planned. Which is one reason big decisions tend to …Read More
Content quality has improved significantly since Google changed their algorithm to reward quality. But while much of the B2B content out there now features good writing and nice design, it tends to be shallow. This content is ideal for those who are just beginning to explore a topic, but doesn’t provide real value to those who are experienced.
That’s a big …Read More
Marketing has gotten pretty complicated. There are so many strategies, infinite numbers of tools available, and myriad metrics to track. It can be overwhelming.
Marketers are getting so focused on the new and the changing that they’re losing sight of the fundamental. But the reality is that the fundamentals are still fundamental and they haven’t changed. And if you stay focused …Read More
With an overwhelming number of new websites and social media platforms cropping up every day, and with the influence of those sites and platforms constantly changing, marketers are increasingly focused on distribution and promotion strategy: where to share their content and how to get the word out. This is especially true for the notoriously-hard-to-reach B2B market.
In a recent study by Altimeter, …Read More
Let’s face reality. Your prospects’ inboxes are overflowing, their social media feeds are filled with your competitors’ updates, and the first three pages of their Google searches contain sites just as good as yours. “Visibility” is no longer enough. Everyone is so visible that they’re all blending into one big bulk that might as well be invisible.
You are not just …Read More