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 …
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Find a Shared Enemy to Galvanize Your Prospects
“Storytelling” is one of the marketing industry’s biggest buzzwords. Every marketer knows that telling stories is a powerful way to communicate — since the dawn of humanity, people have used stories …
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How to Map Your Content to the Buyer’s Journey of Each Persona
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 …
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Marketing in Times of Crisis
Marketers have a reputation for being creative and agile. We have to be, as the world is constantly changing and the needs of customers are continually shifting. Tactics that worked in the past rarely …
Differentiate from Competitors by Standing for (and Against) Something
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 …
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Work Smarter, Not Harder: Let Content Do the Work of Selling
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 …
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