B2B marketing communications

How to write a case study that grabs your prospect’s attention

August 12, 2014 by Leave a comment

You can search company websites across every industry and find a case study. Ideally, these are sharing information about a product solving a customer's problem. Unfortunately, most case studies lack a critical element.

A case study is designed to explain the journey a customer takes to resolve a problem causing:

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Marketing: No “me” in prospect

April 6, 2013 by Leave a comment

There is no “me” in prospect. If there is one reason marketing fails to deliver on its promise of lead generation, sales support and customer retention, it is because companies are to “me” focused. To be sure, every company needs to promote itself. That’s not what we’re discussing here.

In ...

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Content marketing conundrum

February 15, 2013 by Leave a comment

I talked with a marketing manager from a larger material handling company. He told me about their need for more content to meet the demand from the sales team and ultimately, customers and prospects. He also shared two challenges:

  1. Finding time to deliver content
  2. Standing out from the competition.
  3. ...

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ProMat marketing–follow up

February 1, 2013 by Leave a comment

ProMat, the major material handling trade show for 2013 is now a memory. The show wrapped up last Thursday, much to the relief of weary exhibitors. Having done my share of material handling trade shows, I know what they go through. The months of planning. The excitement of setting up ...

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Top content marketing challenges

November 30, 2012 by Leave a comment

As we wrap up the week on content marketing, we come to the inevitable question: What are the challenges associated with content marketing. The 2013 B2B Content Marketing Benchmarks-North America survey conducted by the Content Marketing Institute and Marketing Profs sheds light on this question.

Challenges of content marketing

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Content marketing tactics: 10 most effective

November 29, 2012 by Leave a comment

We are in the season of lists. Not to be outdone, I have compiled a list of content marketing information from the recent survey (2013 B2B Content Marketing Benchmarks–North America),  conducted by the Content Marketing Institute and Marketing Profs. In this survey, 1,400 B2B marketing professionals responded to questions about ...

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Content Marketing Tactics: The top 10

November 28, 2012 by 1 comment

As mentioned in yesterday’s content marketing post, we are in the season of lists. Not to be outdone, I have compiled a list of content marketing information from the recent survey (2013 B2B Content Marketing Benchmarks–North America),  conducted by the Content Marketing Institute and Marketing Profs. In this survey, ...

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Content marketing: the year ahead

November 27, 2012 by 1 comment

It’s that time of year; the time when lists of every kind appear to remind us of the year that was and the one fast approaching. As a good marketing professional, I feel compelled to join in and share some content marketing information. And in the spirit of the season, ...

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Website marketing waste

November 6, 2012 by Leave a comment

I’m sure the person who persuaded you to invest marketing dollars in your company’s website had good intentions. He or she truly wanted your company’s marketing efforts to benefit from a website. They wanted your company’s sales and lead generation to increase as result of the website investment.

Good intentions ...

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Waiting for a marketing miracle?

September 12, 2012 by Leave a comment

Once there was a man whose house was in a flood. He stood on the porch as the waters rose. A boat came by, the driver urged the man to get on board but the man said he was waiting on the Lord to save him. The waters rose, the ...

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