Studies Related Topics 
Marketing Interactions
APRIL 26, 2022
A recent study from researchers at the University of Florida found that it’s not the question of whether people prefer a chatbot or an exchange with a human, but rather the perceived “humanness” of the interaction. A relatable message is perceived as human—as demonstrated in the chat-bot study above. Marketing is all about perception.
Marketing Interactions
SEPTEMBER 21, 2021
Edelman and LinkedIn recently released the 2021 B2B Thought Leadership Impact Study. The below graphic from the study shows preferences that are applicable for any content development project. Since the start of the pandemic, content has flooded digital channels trying to gain the attention of self-reliant buyers.
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Marketing Interactions
FEBRUARY 17, 2020
Case studies, use cases, implementation stories, references, reviews all contribute to mitigating risk and help your sales reps have those difficult conversations. Gaining consensus – often this is content for those stakeholders that you won’t have direct access to, or who only show up for the demo or vendor presentation.
Marketing Interactions
OCTOBER 8, 2020
Let’s say a buyer asks if there’s a case study about using a specific product feature. In defense against the time sink that causes, many sales reps have downloaded content to their laptops and continue to use what’s worked in the past because searching for new content is unwieldy.
Marketing Interactions
APRIL 18, 2019
If you go back to the example above, the next step might be for the buyer to download a case study that relates to the example. If your buying cycle is 6 months, buying is obviously not the shift you’re looking for out of the gate. It could be to read your guide on helpdesk process improvement.
Marketing Interactions
MARCH 7, 2022
Customer Stories: Not your typical case studies, but stories about customers experiences overcoming the reasons and obstacles your buyers were/are facing. Expectations are higher than ever if you’re going to resurrect the deal. In fact, I’d argue that this is a prime opportunity for an ABM approach.
Marketing Interactions
OCTOBER 8, 2020
More content, more case studies, more information, more sales process…more of everything. Sales enablement, used well, helps sellers orchestrate better conversations, uniting buyers with sellers. One of the fallacies that companies bought into with sales enablement is that more is better.
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