Stories that Sell

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The Risk of Stripping Down Customer Case Studies

Stories that Sell

If someone is going to spend hundreds of thousands or millions of dollars on buying a product or service, then they assuredly need plenty of information to support the decision. What about customer case studies? Among my clients and peers, the debate is whether buyers will read longer customer case studies. B2B marketing Case study writing customer case studies

Another Idea for Getting No-Go Customers off the Fence

Stories that Sell

And year after year since then, I hear the same challenge  from organizations as the main reason they don’t create more case studies. "We can't get customers to agree to do them!". The truth is, you have to sell the idea to the customer. Or they might be moved by activities in tandem with a case study such as the chance to network with peers on your customer advisory board.

Why Some Buyers Don’t Look at Case Studies

Stories that Sell

You probably don''t just get up in the morning, head to a dealership, drive one and buy. Then you head to the automaker''s website and notice they have a link for customer success stories. You follow the link to see the customer stories and. It sounds ridiculous when you think about having to provide your information in exchange for seeing customer stories during a major consumer purchase. Last week I set out, as I occasionally do, to find examples of great customer case studies online. Locked. Toyota does this nicely.). The door''s locked. 10 fields!

4 Tips for More Seductive Customer Stories

Stories that Sell

Swayed by what she thinks is Sally's endorsement of the sandwich, she tells the waiter, " I'll have what she's having." It’s a reminder of one of the most powerful marketing concepts around: Other peoples' ringing endorsements convince us to buy – better than just about anything else. That means, stop talking about how great you are and let customers do it for you.

Content Methodology: A Best Practices Report

with strong content processes, measurement tools, and enterprise-wide buy-in. for customer service. Customer service teams are the experts on customer pain points. president of global creative and content marketing. “It’s customer-first thinking. A lot. experimental initiative at most brands, buy-in from the bosses is key to success. become customers.

How HP Case Studies Cater to Readers and Skimmers

Stories that Sell

So how does that affect the way you present customer stories? Or, someone might intially skim but read more closely further into the buying cycle. Given that, it's important to structure your customer case studies and success stories to meet the needs of both types of readers. HP does this nicely in a story featuring a restaurant customer. On a web summary, do the same.

6 Steps to a Strategic Shortlist of Featured Customers

Stories that Sell

"We have tons of happy customers. How do we decide which ones to feature in case studies?" When it comes to customer case studies – and business in general – too many happy customers is a great problem to have. After all, having satisfied customers is the first and most important ingredient for creating strong case studies. Small, midsize, large?

Dear Vendor: You’re Not Helping Me Buy from You

Stories that Sell

We want to buy but distinguishing one vendor from another is tough and time-sapping. Some juicy customer stories showing how a vendor provided a positive experience for other homeowners. But website after website show no sign of the customer’s voice. Every business needs customer case studies, but I know they compete with other budget dollars. You know what would help?

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The 3 Can’t-Miss Pieces of Any Consulting Case Study

Stories that Sell

Customer case studies – featuring engagements with real customers – help set consultants apart from the competition, but ONLY IF they contain certain messages. What does the consultant bring in terms of knowledge, skills and experience that will create a better outcome for the customer? It’s not any sort of magic afterall. Approach. The Outcome. Share

Customer References Trim the Sales Cycle

Stories that Sell

Customer case studies pull major weight among your marketing and sales materials. But they are just one way that a customer can serve as a reference for a business. Customer stories fall under the bigger umbrella of customer reference activities, which can involve anything from taking a phone call from a prospect, speaking to an analyst or agreeing to a press release.

Mapping Buying Experiences: Creating Growth Through Aligning With Buyer Goals

Tony Zambito

Engaging new buyers and repeat customers are the lifeline to achieving growth. Causing many to rethink long-standing practices on customer acquisition and customer retention. In order to learn how to create distinctive buying experiences, businesses are embracing new means and approaches. Towing a company line of “our customers have always done it this way” mentality.

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Content Marketing Playbook: Strategy and Roadmap

customers to reimagine GE on the cutting edge, which. they end up becoming customers of Moz, that’s great, too, but that’s a side benefit. Most peo- ple will not buy a jet engine during their lifetime, but. could buy GE shares. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 2: Strategy and Roadmap Copyright © 2015 Contently.

14 Megatrends In Buying

Buyer Insights

You don’t need to be taken by surprise – that is because it is relatively easy to predict changes in how your customers buy. Selling To Procurement The Buying Revolution Buying Revolution Mega Trends in BuyingThe Rising Tide of Procurement Sophistication The tide is rising in terms of the overall level of procurement sophistication. 

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7 Elements Of Customer Understanding The C-Suite Must Master

Tony Zambito

Changes in customer and buying behaviors continue to rock the very foundations of many industries. According to recent surveys by PWC, Forrester, IBM , and McKinsey, disruptive trends in customer and buying behaviors are expected to continue over the next five years. What remains cloudy for CEOs and their C-Suites is what comprises deep customer understanding.

4 Myths Preventing True B2B Customer Understanding

Tony Zambito

There is a big problem when it comes to B2B customer research.  According to various studies over the years (by credible institutions such as Harvard) regarding market and customer research, approximately 80% or better of B2B customer research is conducted to reinforce current assumptions about customers.  Thus, inundating customers with non-relevant content.

4 Steps to Lead Nurturing: Walking the buying path with your customers

B2B Lead Generation Blog

Get out your walking shoes, and take a journey with your customers. define lead nurturing as consistent and meaningful communication with viable prospects (those that are “a fit” for your solution), regardless of their timing to buy. It’s not “following up” every few months to find out if a prospect is “ready to buy yet.” What is a customer journey map? Can we afford it?

Advocate Marketing Creates B2B Relationships That Lasts A Lifetime

Advocate Marketing Creates B2B Customer. Relationships That Last A Lifetime Focus On People, Not Companies, To Increase Advocate Engagement by Laura Ramos September 28, 2015 FoR B2B MaRketing PRoFeSSionaLS FORREsTER.COM key takeaways Customer Testimony Helps B2B Attract. to beef up how you cultivate and deliver customer. Customer Goodwill B2B Marketers Must Showcase Customer.

Use Buyer Persona Research To Improve B2B Customer Experience

Tony Zambito

Customer experience has been and will continue to be one of the major influences on how buyers make choices.  Recent research by SiriusDecisions found that for 80% of B2B buyers surveyed, customer experience counted as the top significant reason why they chose to work with a specific provider over another.  State Of B2B Customer Experience Is Unhealthy. by Creative Stall.

How B2B CMOs Can Achieve Customer-Centric Marketing With Buyer Personas

Tony Zambito

recent survey by B2B Marketing, in conjunction with the UK-based agency Tomorrow People, indicated only 38% of marketers considered their content to be “very customer-centric.” This mirrors findings of other surveys related to content marketing and customer-centric marketing, which consistently hovers in the 35- 40% range of “very customer-centric” or “very effective content marketing.”.

Winning Executive Buy-In for Martech Investments

Captora

Marketers occupy more and more real estate in the customer lifecycle every year. They’re responsible for prospecting, nurturing leads, supporting sales development, winning loyalty after the sale, and turning loyal customers into advocates. This cycle of advocacy and accountability will help you get leadership on your side and create faster consensus for future buying decisions.

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Don’t Just Sell: How To Make Customers Buy

B2B Marketing Insider

Almost all businesses today say they want to focus on customers’ needs and delight them with great offerings in order to make them buy. However, only a handful of businesses in each industry successfully manage to make customers buy their products. The post Don’t Just Sell: How To Make Customers Buy appeared first on Marketing Insider Group.

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Evangelizing a Content Marketing Program

percent of American pay TV custom- ers overall, including the 25–34 demographic. as sales, employee advocacy, customer service, audi- ence engagement, thought leadership, and hiring. CUSTOMER RETENTION & LOYALTY The “always-on sales funnel” is a mod- ern marketing cliché for a reason. customer. Most people will not buy a jet engine during. All rights reserved.

Is B2B Content Engagement Heading In The Wrong Direction?

Tony Zambito

For example, in one organization I helped recently, they perceived there were 7 stages for a generalized buyer’s journey of their target customers.  Increasing Content Engagement Through Customer Understanding. There are 3 measures an organization can take to transform their content and customer engagement.  by Juan Pablo Bravo. Sometimes more is truly less.  Main Culprit.

Buying Triggers and Why They Matter

ANNUITAS

As consumers, if we are not in an active buying cycle, we are in a passive buying cycle. Like it or not, in the course of our daily lives we are exposed to and consume so much information and content that buying something or acquiring something including experiences, goods, food or resources is always on our mind. Understanding the triggers –. External or internal triggers-.

Informed Customer Understanding Should Guide Marketing

Tony Zambito

While others portray that if you just do these few things, then there will be a proverbial pot of gold, at the end of the year filled with overflowing coins of new leads and customers. One thing that is clear is the dynamics of markets, customers, and sellers continue to unfold in new ways.  by Anton Scherbik. If it were only that simple…. What Should Guide Marketing? Choosing Wisely.

New Report: Improve The B2B Buying Process With Social Proof Marketing

Influitive b2b

In fact, the 2015 B2B Buyer’s Survey Report (sponsored by DemandBase and Demand Gen Report), found the top three resources that buyers rely on when researching potential vendors were: In addition, access to all of this information is making the buying cycle longer. Successful customers will be happy to write you glowing reviews, so make sure your education efforts are up to par. 3.

B2B Marketing Trends for 2016

Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. And they expect an optimized customer experience from end to end.

Winning Executive Buy-In for Martech Investments

Captora

Marketers occupy more and more real estate in the customer lifecycle every year. They’re responsible for prospecting, nurturing leads, supporting sales development, winning loyalty after the sale, and turning loyal customers into advocates. This cycle of advocacy and accountability will help you get leadership on your side and create faster consensus for future buying decisions.

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Programmatic Ad Buying: What Does It Mean for B2B Marketers?

The Point

You could make the case, as I will, that of all the new technologies to enter the marketing technology landscape of late, the two with the potential to have the biggest short-term impact for B2B marketers are Predictive Analytics and Programmatic Ad Buying. What do people mean by “programmatic ad buying”? (AF) Simply put, programmatic ad buying is the automation of media buying and selling.

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So You Think You Know The Customer’s Buying Process?

Buyer Insights

However, in winning the sale it is important to look beyond the buying decision to see the customer's broader business and procurement goals. Buying Process Featured Buying Decision Buying Research Procure To Pay Cycle Procurement Process Sales ProcessSellers are naturally focused on the purchase order.

The Business Case for Buying Facebook Likes

grow - Practical Marketing Solutions

The business case for buying Likes. But I’m wondering if it is irresponsible and out of step with reality to keep a customer from buying Likes to match a competitor that is already doing it.  If I only built an organic following for this customer, it will put them at a competitive disadvantage … and at the end of the day somebody coming across their page won’t care any way.

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B2B Marketing Trends for 2016

Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. And they expect an optimized customer experience from end to end.

B2B Email Lists Buy Guide

Lead411

Are you looking to buy a b2b email list for sales & marketing, but want to make sure you receive high quality data? Best Practices for Buying Email Lists. Our customers don’t have time to waste on bad data and they want access to Unlimited Email Lists. When I first founded Lead411 I could count on my hand which companies sold b2b email lists. Which is scary! ZoomInfo.

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How Customers Decide to Buy: Debunking Common Marketing Myths - Part 1 of 4

Cloud Potential

Customer's Buying Process How Customers Buyread more.

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9 New Ways To Nudge Your Customer To Buy

Buyer Insights

Buyer Psychology Featured Buying Process Nudge Nurturing risk Short Term Benefits Social Comparison Solution Selling Using Psychology To Sell More information is simply not enough to get the buyer to across the line - we all know that. If it was then we would write longer proposals and provide more detailed product sheets.

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5 Ways B2B CMOs Can improve Audience Development With Buyer Persona Research

Tony Zambito

Often, buyer persona interviewing advice is skewed towards using a win-loss approach focused on the buying process.  Such approaches reveal very little about the true goals driving and influencing behaviors related to how and why buying decisions are made, as well as, how content plays a role in such decisions. Focus on Customer Scenarios. by Gregor Črešnar. Let us face it. 

B2B Marketing Trends for 2016

Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. And they expect an optimized customer experience from end to end.

Matching Webinar Content to the Buying Cycle

It's All About Revenue

As prospects increasingly self-educate through the buying cycle, webinars have become a primary source of information that buyers turn to before making a purchase decision. To be most effective, your webinar content must be tailored to the specific objectives of each stage of the buying cycle. This post is Part 1 of a 2-part series. Awareness Stage. Industry trends. Benchmarks.

Quit Obsessing About the Customer Journey

The Point

These days it seems to me that you can’t read a marketing blog, attend a marketing conference, listen to a marketing podcast, without hearing someone drone on about the customer journey. Suddenly, we are led to believe, the customer journey is all that matters. Lead nurturing , for example, must now coddle the buyer through every step of his/her journey to customer nirvana.

The Emerging Importance Of B2B Ethnography To Buyer Personas

Tony Zambito

Better, deeper, insightful, and well-rounded understanding of customers and buyers is on the top of the list for many CEOs and CMOs today. This is still a narrow buying process perspective designed to view the buy/sales cycle to a  “win” as opposed to a “loss”. Content, which suggests finding out basic demographics, pain points, personalities, and buying criteria.

4 Ways The B2B Buying Process Has Changed in 2015

Crimson Marketing

Improving and creating effective marketing strategy means marketers need to thoroughly understand the B2B buying process and how it is evolving. Let’s explore the four key ways B2B buying is changing: 1. The Buying Process Is Growing More Complex. B2B buyers…find their buying decisions influenced by information from hundreds of different sources. As

IgnitionOne Buys Knotice, Prompting Many Deep Thoughts

Customer Experience Matrix

Both vendors are listed in Raab Associates’ Guide to Customer Data Platforms in the “audience management” category. But the extract below from the CDP Guide also shows how they complement each other: Knotice does “fuzzy” matching of names and addresses and sends email, while IgnitionOne buys online media and selects best customer treatments.

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Why We Need to Shut Up and Let Our Customers Buy Something

B2B Marketing Unplugged

We’ve all had that business of how much more it costs to acquire a customer than to retain one and, since June of 2012, we’ve been dealing with the apparent end of solution selling. That’s okay too because the buying and selling processes are asynchronous, right up to the point where the deal is finally done. Goodness. Just like that? Where do you think it went? .

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24.71 μs: 487.0 ns, 13.89 μs, 64.00 ns 234.5 ms: 229.8 μs, 3.018 ms, 230.6 ms