How to Overcome Distractions to Get More Done With Less Stress

How many times have you answered “How are you?” with “I’ve been really busy”? American culture prizes busyness. We associate activity with success — regardless of whether that activity is actually productive. Curiously, we also associate stress with success. When someone drops a significant stressor and experiences the freedom that comes as a result, often the person will feel that …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

Deep Content

To Capture the Attention of Decision-makers, Your Content Has to Go Deep

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

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

Do You Really Know That Elephant? How to Understand What Your Audience Really Thinks

You’ve probably heard the parable of the blind men and the elephant. This story first appeared in the Buddhist text Udana 6.4, dating around the 1st millennium BCE. If it’s been awhile since you’ve read it, the parable goes like this:

A group of blind men heard that a strange animal, called an elephant, had been brought to their town. None …Read More

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

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

Content Quality

4 Steps to Improve Your Content Quality for Better Leads and More Conversions

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

lead generation for website

11 Reasons Your Website Isn’t Generating Leads

If you’re spending money on SEO or PPC to drive prospects to your site but you’re not seeing many leads come through, you’re probably trying to figure out what’s wrong—fast. Assuming your site looks professional, your problem likely lies in your content strategy. Here are the top eleven ways I see companies go wrong with their website content. Fix these, and …Read More