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

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

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

Content to Shorten Sales Cycle

Use Case Studies to Shorten Sales Cycles and Convince Wary Prospects

Committing to an enterprise-level purchase is a stressful decision for most B2B buyers. There are real consequences to the business if a vendor performs badly, such as angry customers, lost revenue, or fines associated with failing to follow regulations. An individual’s promotion (or job) could be on the line if things don’t go as planned. Which is one reason big decisions tend to …Read More

Content Marketing Fundamentals

Want to Win at B2B Content Marketing in 2017? Focus on These Fundamentals.

Marketing has gotten pretty complicated. There are so many strategies, infinite numbers of tools available, and myriad metrics to track. It can be overwhelming.

Marketers are getting so focused on the new and the changing that they’re losing sight of the fundamental. But the reality is that the fundamentals are still fundamental and they haven’t changed. And if you stay focused …Read More