Technology Marketing

How to Hold Your Prospects’ Attention By Shrouding Your Message in Mystery

February 17, 2016 by Leave a comment

In my last essay, we saw how we can use surprise to focus our audience's attention on our message, and thus make our message "stickier," or more memorable.

A surprise lasts only a brief instant, however. What if our message is too complicated to be delivered in a just that ...

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5 Ways Sales Teams Leverage Case Studies

August 18, 2015 by 1 comment

If there's one form of marketing collateral salespeople can't get enough of, it's case studies.

Sales trainer, Jill Konrath, author of Selling to Big Companies, puts case studies at the very top of her account entry collateral list. And when marketers hire me to write case studies for them, they ...

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The White Paper to Create When You Need One Fast

July 16, 2014 by 1 comment

What do you do when you need a new white paper in a hurry?

You might need some quick content to promote in your blog or newsletter, or a fresh handout for an upcoming trade show. Maybe you need to cast doubt on a competitor's hot new offering or meet ...

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Product Backgrounders: Should We Still Call Them “White Papers?”

March 19, 2014 by 2 comments

A couple of weeks ago, I was reading Eccolo Media's latest B2B Technology Content Survey Report. And I noted two things – one new, one old – which, together, brought to mind a question.

The new thing was one of several new content categories Eccolo had added to their survey ...

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The 3 Types of White Papers and When to Use Each One

December 11, 2013 by 5 comments

I want to share something with you from a great book I've been reading.

The book is White Papers for Dummies, released this summer by Gordon Graham (also known as "That White Paper Guy"). In it, I found the best discussion I've ever read on different types of white papers ...

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How to Use Customer Awareness Level To Build Your Next Campaign

October 10, 2012 by 1 comment

In last month's article, we proposed that the most important question to ask yourself when starting a new marketing project is: What does my prospect already know?

We also asserted that a useful way to answer that question – to "measure" what our prospect knows about what we offer – ...

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Technology Buyers Want Longer Case Studies

December 14, 2011 by Leave a comment

Preferred case study length, % respondents, Eccolo Media B2B Technology Collateral Surveys, 2011 (i) and 2010 (ii).

Those results represent a sharp contrast to the case studies found on most tech company websites, which usually run only a page or two in printed (pdf) form.

Technology marketers would do well to ...

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