by John Cole | Jun 13, 2021 | Collateral, B2B Copywriting, Case Studies, Content Marketing, Lead Generation, Technology Marketing
As B2B marketers, we’re all familiar with the classic structure of a case study: CustomerChallengeSolutionResults and Benefits But is that really all there is to it? Many marketing managers and copywriters seem to think so. Search through the resource pages of...
by John Cole | May 10, 2021 | Case Studies, Collateral, Content Marketing, Headlines & subheads, Lead Generation, Technology Marketing
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...
by John Cole | Apr 9, 2021 | Content Marketing, Lead Generation, Technology Marketing, White Papers
Download this article as a PDF 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...
by John Cole | Feb 8, 2021 | B2B Copywriting, Collateral, Lead Generation, Technology Marketing, White Papers
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...
by John Cole | Jan 7, 2021 | B2B Copywriting, Direct Marketing, Marketing to engineers, Technology Marketing
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...
by John Cole | Mar 5, 2020 | Content Marketing, Marketing to engineers, Technology Marketing
This is the last of three articles on marketing to engineers that will soon be released together as a new CopyEngineer white paper. Click here to read Part 1. Click here to read Part 2. In this final installment, we’ll provide some tips on how to better engage...