We’re used to treating B2B buyers as rational beings. We think of them making purchases for sound business reasons. In our marketing content, we appeal to their rational minds with logic.
But just like the rest of us, B2B buyers are human. They make purchases – including business purchases – ...
As we all know, customer success stories – or cases studies – are among the most effective forms of marketing content because of their credibility. They provide third-party evidence that our products or services really do what we say they can do.
Research by Hawkeye [i] even called customer success stories ...
We're all familiar with the typical format of a customer success story (also known as a case study). We know the four basic sections: (1) customer background, (2) challenge, (3) solution, and (4) results. In many success stories, in fact, we see those four sections called out in subheads with ...
Ever shop at IKEA?
I love IKEA. I’ve bought there often. I’m impressed by their product selection and the value they offer. They do a great job serving the furnishing needs of people on a wide range of budgets.
But I also hate IKEA.
When I need just one or ...
Big trade show on your 2018 calendar? Want to increase exposure for your brand and your solutions among prospects at the trade show conference?
Why not answer the conference “call for papers” with a recent white paper and create a presentation from your white paper’s content? Not only will you ...
Do conference papers qualify as white papers?
I spend a lot of time browsing tech company websites in search of white papers. I’m always interested in finding examples – both good and bad – that might teach me something new.
Many of what I find listed as white papers, however, ...
Last month, while writing several lead-nurturing emails for a client, I was reminded of a technique which is so easy and effective, I’m surprised I haven’t written about it before.
It’s a great technique for quickly generating effective lead-nurturing messages of many kinds. In fact, I used this same technique ...
A recent client project brought to my mind a scene from The Help, the film based on Kathryn Stockett’s novel about African American women working in white households in Jackson, Mississippi in the early 1960’s.
In that scene, Minnie the maid is giving her new employer, the formerly poor but ...
When it comes to case studies, credibility is the name of the game.
And if you want the credibility that comes from naming a well-known customer in a case study, that customer must grant you permission to use their name. Period.
So, it’s important to have a plan for securing ...
While they consistently rate among the most effective forms of marketing content with technology buyers[i], case studies can be costly to produce. Getting even the happiest of customers to share their story often requires considerable time and effort. Then there are interviews, writing, editing, review cycles, layout, illustration, etc.
So ...
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