Differentiate

Differentiate from Competitors by Standing for (and Against) Something

You’ve heard that having a UVP which clearly communicates how your product or service is better than others will help you differentiate from competitors. But is this true?

As it turns out, a company’s UVP typically isn’t enough to motivate prospects to choose it over a competitor. In a survey sponsored by Think with Google, only 14% of buyers perceived enough …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

common enemy marketing

Find a Common Enemy to Make Your Prospects Your Allies (and Customers)

“Storytelling” is one of the marketing’s 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 have used stories to warn each other of danger and to relate epic adventures throughout generations. Storytelling is an integral part of the human psyche. People connect with …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

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