Vendor use of jargon and their lack of simplifying issue complexity often keep business-oriented buyers from grasping the nuances of how technology can help to solve their problem,” says a post on the Marketing Interactions blog. Explaining things clearly to your prospects isn’t rocket science. That sounds like a series of FAQs (frequently-asked questions) aimed at prospects with different pain points, budgets, buying authority and/or existing infrastructures. But doing so won’t help unless you scrub the jargon from the answers to those FAQs. report. My emphasis.). MORE >>

  Another is s aying the same thing six ways, as in “Reducing inefficiency and boosting productivity helps to reduce costs and enhance corporate productivity by making better use of corporate resources.”   What you don’t want to do is give the prospect an excuse to walk away shaking their head at how clueless you are. OK, maybe some people are so dumb they don’t know a heater gets hot. But they’re not who’s seeing your marketing content if you’re selling a big-ticket IT product or service. What’s the B2B equivalent of “heater gets hot?”. MORE >>

Trying to Get the Big Mo A recent post by Jeff Pedowitz argues that marketing automation vendors – selling tools that automatically send and track responses to marketing material to target prospects – are floundering, or at least not growing as quickly as they should. But the rest of us need some help crawling before we can walk, much less run. As someone trying to grow his own use of these tools, all of these shortcomings sound correct. But the two that strike closest to home are lack of customer education and making the whole process too complicated. Is it inbound marketing? MORE >>

Content marketing means using anything from spec sheets to white papers to case studies, Webinars or podcasts to keep prospects interested. Sure, What’s new is that the content is distributed over the Internet, and we can track which prospects downloaded or clicked through to which content. That readership history helps identify where each prospect is in the purchase cycle, what follow-on information or offers we should send them, and who are the most attractive prospects. MORE >>

With even CIOs doing much of their product research on-line, how can you as a marketeer cut through the clutter with quality content that keeps prospects engaged? To help you create the highest-quality content as quickly as possible, I wrote “Content Marketing: Where to Place Your Quality Bets.&# Click Image To Download. IT customers today are overwhelmed with promotional information – emails, newsletters, Tweets, blogs, Webinars, podcasts, YouTube, Slideshare and even Facebook updates. world. Don’t keep throwing money at content creation without a plan. MORE >>