case studies

Powerful Case Studies: Buying Decisions Are Made at the Intersection of Insight and Customer Stories

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

In-Depth Interview

Don’t Be Blinded by Big Data: Get into the Minds of Your Prospects

It’s the Age of Big Data. Everything is tracked. Everything is measured. Everything is analyzed.

A 2016 study of 316 executives from large global companies, conducted by Forbes Insights and sponsored by Teradata in partnership with McKinsey, found that 90% of organizations report medium to high levels of investment in big data analytics, and about a third call their investments “very significant.” Another study last …Read More

content marketing for sales

Work Smarter, Not Harder: Let Content Do the Work of Selling

Salespeople are a 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 “hard …Read More

Email Marketing

Write Email Subject Lines that Your Prospects Will Click (Even if They’re Beyond Busy)

You’re busy. And even if you love your work, your days are filled with the mundane. (Even if you’re a Hollywood celebrity — how else do you explain their penchant to invent drama?)

Your prospects are also busy and also surrounded with the mundane. They’re sitting at their desks each morning, going through dozens of emails, just like every other morning. Their …Read More

creative communication

Creative Communication is a Revenue Turbocharger

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

Retool Content

Improve Your B2B Lead Quality by Adding These 3 Elements to Your Content [INFOGRAPHIC]

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