| | | Stories that Sell | |  Content | 16 articles |
| Page 1 of 1 | Previous | Next | STORIES THAT SELL SEPTEMBER 22, 2011  How HP Case Studies Cater to Readers and Skimmers And remember, prospective customers aren't just reading your content online. Over and over, we hear that most buyers don't really read marketing copy, but rather skim it. So how does that affect the way you present customer stories? First, that may not always be true. Some skim while others want to read more. On a web summary, do the same. Skimmers have all the info they need right there. | STORIES THAT SELL NOVEMBER 11, 2010  Why Companies Need to F-R-E-E Their Case Studies So what content should be "curtained?" " It’s a tough balance that marketers face, giving away some content freely and requiring registration to access other things. You’re balancing drawing people to your content-rich website with trying to capture names as lead sources. But do case studies really belong in the category of locked content? | | | | | |
| STORIES THAT SELL SEPTEMBER 11, 2012  Supercharge Your Sales Conversations with Story Digging for potential story content is StoryMining , and anything can be considered: your past experiences, product success stories, borrowed stories from teammates, and of course, those case studies your marketing team gave you. A guest post by Andrew Nemiccolo. We hear a lot these days about the importance of storytelling in business – especially for sales people. You get the idea. | STORIES THAT SELL JUNE 28, 2011  The Resume is Dead: The (Story) Bio is King Note from Casey Hibbard:While I’m out on maternity leave until the end of July, this blog will feature a summer guest blogger series with content from experts in marketing, organizational storytelling and writing. By Michael Margolis. Gone are the days of “Just the facts, M’am.” Instead we’re all trying to suss each other out in the relationship economy. How do we relate to each other? | STORIES THAT SELL FEBRUARY 23, 2012  5 Trends in Customer Case Studies – An Interview with Projectline Audiences want "snackable" content. What's new with customer stories and where are we headed? That's the question I recently asked Erica Hansen, director of customer engagement at Projecline. The fast-growing marketing services firm has built a solid reputation by assisting companies like Microsoft with customer references and evidence. With five offices in the U.S. How about you? | STORIES THAT SELL OCTOBER 13, 2011  Survey Says…Case Studies Still Influential in B2B Tech Purchases We all work hard to create attractive content. Each year, I look forward to The Eccolo Media B2B Technology Collateral Survey Report , which opens the lid on how B2B technology buyers consume marketing content. The survey asked about multiple types of content: - White papers. That list alone shows the diversity of marketing content that buyers consume. Podcasts. Video. | | | | | | | |
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STORIES THAT SELL | THURSDAY, OCTOBER 14, 2010 How, When and Where Buyers Want Case Studies
Moreover, 93 percent said they clicked to that content. When it comes to customer success stories and case studies, real research comes few and far between. Not many have tried to measure the impact of stories on the sales process. Yet, Eccolo Media is about as close as anyone gets. For the past three years, the organization has spearheaded a B2B Technology Collateral Survey , basically asking buyers of B2B technology what marketing materials they consume during the decision-making process. It’s just really good stuff! Clearly, they want detailed stories. Pretty impressive, huh? MORE >> -
STORIES THAT SELL | TUESDAY, JUNE 21, 2011  Avoid ‘The Kiss of Death’ When Asking for Your Next Testimonial
Note from Casey Hibbard: While I'm out on maternity leave until the end of July, this blog will feature a summer guest blogger series with content from experts in marketing, organizational storytelling and writing. By Bill Metcalf. One of the most powerful tools in any marketing arsenal is raving testimonials from your happy clients. So every time you haul out the old brochure to “spruce it up,” write a press release or develop a new website, you go through the painful task of begging for testimonials. Asking for testimonials from clients – yuck! no, let’s be honest here. Victory? MORE >> -
STORIES THAT SELL | TUESDAY, JUNE 22, 2010  86,552 Views of a Single Case Study
Make it easy to share your content on social networking sites like Twitter. Leverage that content anytime and anywhere that you talk about the value of your products and services. For those who doubt the draw of a customer case study online, here’s your proof. One Microsoft case study, posted online just four months ago, has racked up 86,552 total views. Listed among its most viewed case studies, the Outback Steakhouse case study describes how the restaurant chain used a Microsoft solution for a Facebook campaign. Include them with product information. MORE >> -
STORIES THAT SELL | THURSDAY, JUNE 3, 2010 How to Repackage Precious Case Study Content
Picking up from my last post commenting on Hubspot’s " 27 Marketing Lessons B2B Marketers Should Know ," here’s another tip from Hubspot that ties directly with customer case studies: " Content is precious. Repackage existing content into different formats, such as blog posts, podcasts and webinars to drive more leads." " You can easily repackage customer case studies and success stories into valuable, reusable content throughout your sales and marketing communications. Here are just a few ways: 1. Blogs. Here’s a great example. MORE >> -
STORIES THAT SELL | WEDNESDAY, JUNE 20, 2012  Quiz: Is it a Case Study or a White Paper?
You can reuse the content in a dozen or more different ways. However, if a white paper mentions a customer by name, and that content has not been approved previously by the customer, then it will also need approval. Contains content that can be used in a dozen or more different ways. While you may be able to use certain parts of white papers, the content does not pull out in as many ways as with case studies. Every couple of weeks it seems, I see someone confuse customer case studies and white papers. But I can see where it's easy to confuse the two. Don't cheat! MORE >>
- Customer Videos 101: How to Score a Killer Sound Bite STORIES THAT SELL | TUESDAY, JANUARY 8, 2013
- Happy Customers Tell Their Stories – Live and In Person STORIES THAT SELL | WEDNESDAY, MAY 2, 2012
- Chasebuzz Site Features 2000+ ICT Success Stories STORIES THAT SELL | MONDAY, FEBRUARY 13, 2012
- Customer Case Studies: More Effective, Loss Costly STORIES THAT SELL | WEDNESDAY, NOVEMBER 7, 2012
- Remember, and Be More Memorable – with Stories STORIES THAT SELL | TUESDAY, JULY 12, 2011
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