Tag: B2B marketing

What buyers want to know and how to tell them

Content is the new marketing. It’s generally the initial way prospective customers learn about the products and services they seek to buy–and it’s generally found on their own. It’s now common marketing knowledge that buyers reach decisions through internet research before they talk to a single salesperson, and the seller with the most relevant and innovative insights may get a buyer’s first contact. Marketing  [...Continue Reading]
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The State of Enterprise Content Marketing: Fast-Paced Change Raises Big Questions

CMI recently released its study on Enterprise Content Marketing , and we find it insightful and useful. The fact that content marketing is here to stay is not news in particular to anyone. With enterprise content growing at an amazing 200% annually (p. 4), it is more important than ever to stop and evaluate how effective content marketing is, why we are doing it,  [...Continue Reading]
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Think Like A Designer

Often, when working with clients on creating presentations, I find that they want to include too much information—all in an effort to make it great. This is what I call the "kitchen-sink approach," and it's driven by the fear of leaving out something essential. However, a truly great presentation has only a few key ideas that are illustrated with compelling images and minimal text.
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Noteworthy Marketing Links for 03-24-11

The Three Biggest Hurdles for Chicago’s Entrepreneurs Challenge 1: Getting known Challenge 2: Capital to grow Challenge 3: Finding and keeping Chicago talent (Delicious tags: chicagoinnovationeconomy) Marketing as Stortelling A story of the Trapp family lodge (Sound of Music) and its use of social media, with an emphasis on the story writing process. (Delicious tags: marketingsocialmedia)  [...Continue Reading]
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Buyer-Focused Writing Guidelines

One of our clients has its consultants working on copy for a website we are in the midst of redesigning. The redesign will promote a new service focus for the firm and sharpen both its image and value proposition. As with many business-to-business and professional services websites, the existing copy explains the firm’s capabilities. The head of business development asked me to provide writing  [...Continue Reading]
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