Author Archives: John Cole

The Customer’s Journey – A Key (but Often Missing) Ingredient for Case Study Success

June 13, 2021 by 3 comments
The Customer’s Journey – A Key (but Often Missing) Ingredient for Case Study Success

As B2B marketers, we're all familiar with the classic structure of a case study:

But is that really all there is to it?

Many marketing managers and copywriters seem to think so. Search through the resource pages of technology company websites, and you'll find scores of customer case studies divided ...

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What is a White Paper? (And what is NOT?)

February 8, 2021 by Leave a comment
What is a White Paper? (And what is NOT?)

If I were to ask you to define the term “white paper,” could you give me a clear definition?

Would it be roughly the same as your prospect’s definition?

These are important questions for technology marketers, because technology buyers attach great importance to white papers. When Eccolo Media was publishing ...

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