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.

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 to-do lists are too long, and they’re waiting for the caffeine from their last cup of coffee …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