Just because the B2B buying process is complex and long, doesn’t mean you can’t speed it up. Here are 6 ways to do it.
Prospects are evaluating your solution against alternatives (which may not be products) and communicating how you are better than those alternatives is a key part of great startup marketing.
I gave the keynote talk at ProductCamp Amsterdam last weekend on the changing nature of buying and selling and how Product Marketing can save Marketing from itself.
There is a shift away from traditional brand marketing to a more revenue-centric approach. This shift requires a fundamental change in the types of programs we execute and the way we measure the results of those programs.
If you are hiring a marketer and you want social media skills, how important is it that they are heavy social media users? Pretty darn important.
Marketing messages and value propositions are notoriously difficult to create for startups. Startup founders have a tendency to focus too much on features and not enough on the value those features deliver. They also often spend too much time talking about features that don’t really differentiate them from their competitors or are simply irrelevant for [...]
Startups often don’t consider the journey that the buyer goes through when they are doing their marketing content planning. This sheatsheet will help get you started.
Somewhere along the way Infographics have become the web version of shouting “Hey look a rainbow!!” and we look, even though we know most of the time it’s a trick and there isn’t a rainbow there at all.
You might be in a position to hire some outside folks to help you create content. Just don’t think it’s going to be too easy.
In many larger organizations, sales folks are trained to become “trusted advisors” to their accounts. To attain this status, account managers need to demonstrate a deep understanding of the customer’s environment and pains and offer valued advice and support. It strikes me that this is exactly the goal of a great content marketing strategy.