Author Archives: john

13 Ways to Generate Leads with Social Media, Email or Direct Mail

January 12, 2022 by 2 comments
13 Ways to Generate Leads with Social Media, Email or Direct Mail

One of the most effective ways to generate leads in B2B is with a tweet, LinkedIn update, email, or brief letter offering valuable information to a well-targeted list of prospects.

Here are 13 ways to generate leads for your company with this sturdy, time-tested technique.

1. Offer a free white ...

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5 More Tips for Case Studies that Captivate

December 6, 2021 by 2 comments
5 More Tips for Case Studies that Captivate

Case studies are powerful B2B marketing tools, but they need to be carefully constructed to capture and hold your readers' attention.

So, I didn’t want to stop with the five tips for case studies I presented in my previous essay; I came up with five more! I hope you'll ...

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5 Quick Tips for Case Studies that Captivate

November 8, 2021 by 3 comments
5 Quick Tips for Case Studies that Captivate

Are you taking full advantage of the power of case studies?

Case studies are among the most read and most shared of all marketing content. Surveys of technology buyers by Eccolo Media, for example, ranked case studies third in consumption behind brochures and white papers, and second only to white ...

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How to Get an Executive to Read Your Executive White Paper

October 13, 2021 by Leave a comment
How to Get an Executive to Read Your Executive White Paper

White papers…

They're not just for engineers anymore.

In fact, for many years now, even in technology marketing, engineers are neither the most important nor the most receptive audience for white papers.

In a 2009 survey, Eccolo Media segmented their technology buying respondents into two groups: purchasing decision-makers (mainly C-levels, ...

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How to Turn Your White Paper Into Your Prospect’s Buying Specification

September 21, 2021 by Leave a comment
How to Turn Your White Paper Into Your Prospect’s Buying Specification

How do we give white paper readers what they want…

AND tell them what we need to tell them?

In a TechTarget/CMO Council survey,1 when respondents were asked what factors had caused them to be disappointed in a white paper, the three most common responses were:

  • Was expecting technology discussion, ...
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5 Compelling Alternatives to the Traditional Case Study Format

August 11, 2021 by Leave a comment
5 Compelling Alternatives to the Traditional Case Study Format

Case studies have long been one of the most popular and influential forms of marketing content.

In Eccolo Media's annual B2B Technology Collateral Survey Reports (2008 to 2014), for example, technology buyers ranked case studies the second most influential content type – trailing only white papers – seven years in ...

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The Implementation: Another Crucial, Ingredient for Case Study Success

June 21, 2021 by Leave a comment
The Implementation: Another Crucial,  Ingredient for Case Study Success

When prospects talk with your salespeople about purchasing your solutions, what are some of their biggest concerns?

If you're like most tech industry executives, I'll bet your list includes:

  • What will it take to implement your solution?
  • How long will it take to get it up and running?
  • What problems might we ...
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5 Reasons Why Website Visitors Aren’t Reading Your Case Studies… And a Simple Fix for Each

May 10, 2021 by 1 comment
5 Reasons Why Website Visitors Aren’t Reading Your Case Studies… And a Simple Fix for Each

Are you using customer case studies in your marketing mix?

If so, let me ask you this: Are your website visitors reading them?

I ask because I find a lot of technology company websites don't make it easy for visitors to find and download case studies.

Why make it difficult ...

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7 Questions to Ask When Choosing a White Paper Writer

April 9, 2021 by 1 comment
7 Questions to Ask When Choosing a White Paper Writer

When it comes to making purchasing decisions, technology buyers consistently rank the white paper as the most sought-after, most shared, and most influential of all forms of marketing collateral.*

But creating an effective white paper is no easy feat. White papers generally require more research, greater subject matter knowledge, and ...

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3 Copywriting Rules You Must Break When Marketing to Engineers

January 7, 2021 by 7 comments
3 Copywriting Rules You Must Break When Marketing to Engineers

If you’ve spent any time around engineers, you’ve probably realized they're different from normal human beings.

If you've marketed to them, you know their differences make them a tough sell.

Being an engineer myself and having worked daily with other engineers for over 20 years, I’m sensitive to those differences. ...

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