In my previous essay, we discussed why the traditional sales funnel is no longer a good model for customer acquisition. We then looked at an alternative model called The Circles of Belief (Figure 1)—a representation of customer acquisition that accounts for modern practices like search, social, email, and content marketing.
...
I have a problem with the traditional sales funnel.
Actually, I have two, but I guess you could call this first one a personal problem: I’ve never liked the funnel analogy.
For me, the funnel creates a negative mental image. I see hapless business buyers caught in a whirlpool, or ...
This is the last of three articles on marketing to engineers that will soon be released together as a new CopyEngineer white paper.
In this final installment, we'll provide some tips on how to better engage engineers with your content—and on how to avoid annoying them—as they travel along their ...
This is the second of a three-part series drawn from a new CopyEngineer white paper on marketing to engineers. You can click here to read Part 1.
In this installment, we'll look at the two things engineers want most from marketing content and why, as well as an effective method ...
Marketing to engineers is different. If you market B2B technology, you probably don’t need to be told that.
But coming up with effective strategies for reaching these technical influencers can be a challenge. To help you with that, CopyEngineer has drawn on recent industry studies, personal experience as both ...
When marketing with content, you need to keep readers engaged. Your content must hold your prospects' attention long enough for your message to sink in.
One good way to do that is with interactivity. In a recent B2B Technology Content Survey, Eccolo Media found that "Overall, content consumers appreciate interactivity. ...
A few years ago, when I posted a link to my article 8 Ways to Leverage Case Studies in Your Other Marketing Communications on LinkedIn, I received the following comment from a software marketing manager:
"One item I would add to your list: Industry-specific publications are always interested in customer stories."
I totally agree.
But because trade publications are not under the direct control of your marketing communications department, I wanted to talk about them separately. In fact, I admitted to that marketing manager, "I was saving that one for my next article!"
If you're marketing to engineers, you should already know this.
Engineers crave efficiency. They want things to work better. They want to work better themselves. And faster. That’s their mindset.
So naturally, engineers are tool users. They love good tools, and they’re always looking for better ones. If you offer ...
A few years ago, I conducted a survey of technology company websites to benchmark the frequency of the deadliest errors tech companies make in creating and promoting white papers. A mistake I encountered frequently is what I call “post and pray” syndrome: Merely posting white papers on the corporate website ...
In a recent survey, KnowledgeStorm and MarketingSherpa found a huge discrepancy between the amount of information technology buyers want to see before they register for a white paper, and the amount technology marketers think they need to provide.
When asked ...
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