Ideally Brand Strategy and Content
Many B2B marketers make the mistake of focusing too much on one stage of the buyer’s journey. Some produce most of their content for the top of the funnel — prospects who have just begun …
Continue Reading about How to Map Your Content to the Buyer’s Journey of Each Persona →
Startups and product designers know how important it is to validate a product idea before building it out. You must find out if your assumptions are accurate. Basing a product strategy on …
Human beings are wired to avoid loss. We fear change because it involves risk—a potential for loss. For this reason, many B2B buying decisions get put off (or worse, permanently tabled). A buying …
Continue Reading about How to Craft a Messaging Platform that Moves Prospects to Action →
Does having a UVP that communicates how your product or service is better than others translate into more sales? As it turns out, a company’s UVP typically isn’t enough to motivate prospects to …
Continue Reading about Differentiate from Competitors by Standing for (and Against) Something →
Salespeople are tenacious. 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 …
Continue Reading about Work Smarter, Not Harder: Let Content Do the Work of Selling →
“Storytelling” is one of the marketing industry’s biggest buzzwords. Every marketer knows that telling stories is a powerful way to communicate. It’s been true since the dawn of the human race. People …
Continue Reading about Find a Shared Enemy to Galvanize Your Prospects →
