E-books have become a popular form of collateral for technology marketing because they can present complex, dry technical topics in an appealing format. If you haven't considered adding e-books to your sales materials, then learn more about e-book advantages and drawbacks. MORE
As the new year begins, you likely have plans for a long list of content marketing projects. Or maybe you're not sure about the best types and formats for content that will best fit your marketing challenges, budgets, and needs. MORE
A note from Janice: Professional services for activities such as infrastructure assessments, deployment planning, and outsourced IT operations are a significant revenue stream for many technology companies. However, these services aren''t often the focus of guidance for effective marketing. MORE
"How long have you been freelancing?" is a question I rarely hear when I am discussing my copywriting services with a potential client. But it's a question you will want to ask any freelance copywriter you hire. The reason? A writer who is experienced in running a business and managing projects as a freelancer can save you time, money, and headaches through more effective project activity and relationships. MORE
When you ask questions during a case study interview, do you talk too much? If you're getting answers that are lackluster, confusing, or less complete or enthusiastic than you expect, the problem may be how you asked the questions. Common symptoms: Using more than two sentences for a question. Asking for too much information in a single question. Feeling the temptation to explain a topic or share a story of your experience after you state the question, but before you allow the customer to answer. MORE
There are times when you have what seems to be an ideal case study: a happy, willing, and talkative customer; a prestigious company name; a story for an application or industry that you want to target. MORE
The quiet that comes when work slows for the the holidays is a good time to catch up on the best marketing resources of the past year. Here are three that I recommend: 101 Examples of Effective Calls to Action from Hubspot. MORE
The Public Relations Society of America sent this special offer for the PRSA Technology Section’s upcoming annual T3PR Technology Section conference, which will be held in New York on September 16. . Attendees can use the registration code TECHSEPT11 to get a discounted member rate. MORE
You know you've got a good product, one that is much better than the offerings of your competitors. You know that your company has hired very skilled and knowledgeable employees who will do their best to support your customers and make your product fulfill their needs. MORE
Because white papers have such high levels of proven marketing value, it's tempting to consider every potential topic about a product to be worthy of a white paper. But of course, not every topic is suitable.or even best presented in a white paper format. MORE
One of your company's sales reps e-mails you in breathless excitement: "We just signed a contract with XYZ company and they are willing to say great things about us. Can we get the writer to do a case study?". MORE
You may be perfectly happy with your current in-house and freelance resources for writing. If so, great! But not all writers can write everything well, in spite of their optimistic willingness to try. MORE
"Whew, I'm glad that content project is finally done!". Now, how do you get the most value from all the time, money, and effort you've invested in it? MORE
As a marketing communications manager, you probably spend much of your workday trying to resolve common issues that arise in your projects such as: Endless debates over the project plan or document outline. Project delays or dissatisfaction with the drafts that have been developed so far. MORE
You''ve searched on LinkedIn and Google. You''ve called every trade magazine reporter you''ve ever met to see if they accept freelance gigs. You''ve asked every colleague, ad agency person, friend, relative, neighbor, and dog you know. MORE
Whether they like it or not, whether they feel capable or not, many technical subject matter experts (SMEs) are expected to be a white paper writer, a web content writer, and a blog post writer. However, in most cases, these writing assignments aren't getting done--which is frustrating to both the SMEs and the content marketing managers who oversee these projects. The question becomes: Should SMEs write technical sales materials? MORE
Good content is a shame to waste. Especially when it''s right in front of you, ready to be adapted for a document, video, or presentation. So often when I''m working on a content marketing project, I see good stories and information go by the wayside simply because they don''t fit the immediate need. MORE
Do you have the interviewing skills that can help you get a great case study.and strengthen your relationship with the customer at the same time? Or, do you just "wing it," relying on the right information to magically emerge during the interview call, as long as you can keep the customer talking? MORE
Whether they like it or not, whether they feel capable or not, many technical subject matter experts (SMEs) are now expected to be a white paper writer, a web content writer, and a blog post writer. MORE
Good content is a shame to waste. Especially when it's right in front of you, ready to be adapted for a document, video, or presentation. So often when I'm working on a content marketing project, I see good stories and information go by the wayside simply because they don't fit the immediate need. For example, when interviewing customers for their perspectives on a white paper topic, I often gather a substantial amount of information that would be useful for a case study. MORE
One of your sales reps sends a breathless e-mail: "XYZ company just signed a contract. They'd make a great success story!" Or, you're preparing to launch a new product and you know that a strong customer case study would be very helpful for substantiating your marketing messages. So, you ask the product manager whether any of the customers involved in beta testing or early product release would be good candidates. In both cases, what input do you receive? MORE
Although April Fool''s Day was last week, its mischievous spirit is active year-round in technology marketing projects. And this mischief often reflects the proverbial Murphy''s Law, that "whatever can go wrong, will.". MORE
This month's list focuses on my best posts and recommended resources for content marketing as it applies to technology products, services, and companies. MORE
Go to the website of many technology companies and find the link for case studies. The page that appears is likely a long, undifferentiated list of all the case studies the company has ever produced. What a lost promotional opportunity! MORE
Your marketing department may produce dozens of new white papers each year, but how often do you refresh an existing one? For many technology marketers, once a white paper is written and posted it''s instantly forgotten. MORE
At the beginning of the year, your content marketing plans are likely focused on new, new, new: New white papers, sales brochures, Web articles, and customer case studies. MORE
What do you do for viewers after they''ve watched your live webinar? What do you do with those who (gasp!) have left the session early, before they see the slide with your call to action and web link for more information? MORE
Your marketing team may produce dozens of new white papers each year, but how often do you refresh an existing one? For many technology marketers, once a white paper is written and posted it's instantly forgotten. Yet many older white papers can deliver renewed value to your promotional efforts with less expense, time, and effort than producing a new one. MORE
A prime customer has just agreed to participate in a case study for your product--great news! But it can be tempting to turn what should be a focused case study interview call into an extended grilling of the customer for every bit of product feedback you can get. MORE
A typical job ad for a copywriter includes a statement like this: "Must be able to write all types of content, from white papers to webpages to tweets.". Sounds good, right? Indeed, some freelance writers promote themselves as the one person who can take care of all your copywriting needs. MORE
Perhaps the most exasperating feedback you can get from a subject expert who reviews the draft of a technical marketing document? "It It has problems, let’s talk.". Your stomach sinks as you imagine having to listen to a complete destruction of text into which you (or your technology writer) put so much time, effort, and creative thought. But knowing several strategies for handling feedback can make this situation both positive and constructive for moving the project forward. Strategy #1. MORE
Last month I was on the website of a major technology company, looking for basic information about a product. I entered the product name into the search field and the first page of links to come up were all related to developer''s notes. Not exactly what I was looking for. MORE
I once participated in a focus group to evaluate the effectiveness of sales materials produced by an insurance company. The group included people of diverse professions, ages, and life experience. Yet it was interesting to see how quickly they reached consensus on which document had the most appeal, especially for motivating a purchase decision. The group's choice? MORE
A recent series of TechTarget reports offers many helpful insights for content marketing that targets IT buyers. Four insights in particular caught my attention. Serial IT Specialists. MORE
One of your sales reps sends a breathless e-mail: "XYZ company just signed a contract. They'd make a great success story!" Or, you're preparing to launch a new product and you know that a strong customer case study would be very helpful for substantiating your marketing messages. So, you ask the product manager whether any of the customers involved in beta testing or early product release would be good candidates. In both cases, what input do you receive? MORE
What''s wrong with this statement? 30% of users who rely mostly on voice calls + 40% of users who rely mostly on texting = 70% of users are ready to adopt video calls. It seems pretty simple: The numbers 30+40 add up to 70, so the statement must be correct, right? Well, maybe. MORE
WriteSpark
APRIL 18, 2018
I once participated in a focus group to evaluate the effectiveness of sales materials produced by an insurance company. The group included people of diverse professions, ages, and life experience. Yet it was interesting to see how quickly they reached consensus on which document had the most appeal, especially for motivating a purchase decision. The group's choice?
WriteSpark
APRIL 11, 2018
Good content is a shame to waste. Especially when it's right in front of you, ready to be adapted for a document, video, or presentation. So often when I'm working on a content marketing project, I see good stories and information go by the wayside simply because they don't fit the immediate need. For example, when interviewing customers for their perspectives on a white paper topic, I often gather a substantial amount of information that would be useful for a case study.
WriteSpark
APRIL 4, 2018
Your marketing team may produce dozens of new white papers each year, but how often do you refresh an existing one? For many technology marketers, once a white paper is written and posted it's instantly forgotten. Yet many older white papers can deliver renewed value to your promotional efforts with less expense, time, and effort than producing a new one.
WriteSpark
MARCH 28, 2018
One of your sales reps sends a breathless e-mail: "XYZ company just signed a contract. They'd make a great success story!" Or, you're preparing to launch a new product and you know that a strong customer case study would be very helpful for substantiating your marketing messages. So, you ask the product manager whether any of the customers involved in beta testing or early product release would be good candidates. In both cases, what input do you receive?
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In the sphere of sales, it helps to get your definitions down. You might have thought sales operations and sales enablement are the same thing - but there are important differences. Both have the objective of improving sales performance, and although there is some overlap, they do this in different ways.
WriteSpark
MAY 14, 2013
A note from Janice: Professional services for activities such as infrastructure assessments, deployment planning, and outsourced IT operations are a significant revenue stream for many technology companies. However, these services aren''t often the focus of guidance for effective marketing.
WriteSpark
APRIL 8, 2014
Your marketing department may produce dozens of new white papers each year, but how often do you refresh an existing one? For many technology marketers, once a white paper is written and posted it''s instantly forgotten.
WriteSpark
FEBRUARY 11, 2014
Do you have the interviewing skills that can help you get a great case study.and strengthen your relationship with the customer at the same time? Or, do you just "wing it," relying on the right information to magically emerge during the interview call, as long as you can keep the customer talking?
WriteSpark
JANUARY 14, 2014
Last month I was on the website of a major technology company, looking for basic information about a product. I entered the product name into the search field and the first page of links to come up were all related to developer''s notes. Not exactly what I was looking for.
Advertisement
Among B2B communities, 2017 brought upon several new concepts, trends and technologies… But perhaps none captured more attention than the re-emergence of account-based marketing as a viable growth strategy.
WriteSpark
DECEMBER 10, 2013
The quiet that comes when work slows for the the holidays is a good time to catch up on the best marketing resources of the past year. Here are three that I recommend: 101 Examples of Effective Calls to Action from Hubspot.
WriteSpark
NOVEMBER 6, 2013
You''ve searched on LinkedIn and Google. You''ve called every trade magazine reporter you''ve ever met to see if they accept freelance gigs. You''ve asked every colleague, ad agency person, friend, relative, neighbor, and dog you know.
WriteSpark
OCTOBER 8, 2013
Good content is a shame to waste. Especially when it''s right in front of you, ready to be adapted for a document, video, or presentation. So often when I''m working on a content marketing project, I see good stories and information go by the wayside simply because they don''t fit the immediate need.
WriteSpark
SEPTEMBER 10, 2013
What''s wrong with this statement? 30% of users who rely mostly on voice calls + 40% of users who rely mostly on texting = 70% of users are ready to adopt video calls. It seems pretty simple: The numbers 30+40 add up to 70, so the statement must be correct, right? Well, maybe.
WriteSpark
AUGUST 13, 2013
A typical job ad for a copywriter includes a statement like this: "Must be able to write all types of content, from white papers to webpages to tweets.". Sounds good, right? Indeed, some freelance writers promote themselves as the one person who can take care of all your copywriting needs.
Speaker: David Crane, Head of Content & Thought Leadership, Integrate
The coming month will test the boundaries of change management for marketing organizations (and their colleagues in sales, finance, IT and legal) as they ready their teams for the EU’s General Data Protection Regulation (GDPR), which will go into effect May 2018. Much of what we’ve seen in B2B marketing publications, martech vendor blogs and from word-of-mouth borders on fear-mongering. Not to say this isn’t understandable – a lot of rather quick changes must be made to ensure GDPR compliance, and they can feel overwhelming. However, some of the wisest B2B marketing experts continue to reiterate one very important point: GDPR, while causing significant stress now, will lead to more efficient and effective marketing and sales down the road.
WriteSpark
JULY 9, 2013
A recent series of TechTarget reports offers many helpful insights for content marketing that targets IT buyers. Four insights in particular caught my attention. Serial IT Specialists.
WriteSpark
JUNE 11, 2013
Go to the website of many technology companies and find the link for case studies. The page that appears is likely a long, undifferentiated list of all the case studies the company has ever produced. What a lost promotional opportunity!
WriteSpark
APRIL 9, 2013
Although April Fool''s Day was last week, its mischievous spirit is active year-round in technology marketing projects. And this mischief often reflects the proverbial Murphy''s Law, that "whatever can go wrong, will.".
WriteSpark
MARCH 12, 2013
A prime customer has just agreed to participate in a case study for your product--great news! But it can be tempting to turn what should be a focused case study interview call into an extended grilling of the customer for every bit of product feedback you can get.
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Discover critical data and insights with MarketingCharts' most popular B2B marketing charts of 2017. This deck covers both the buyer’s and seller’s perspective across topics such as lead generation, vendor relationships, and content marketing.
WriteSpark
JANUARY 9, 2013
At the beginning of the year, your content marketing plans are likely focused on new, new, new: New white papers, sales brochures, Web articles, and customer case studies.
WriteSpark
DECEMBER 12, 2012
This month's list focuses on my best posts and recommended resources for content marketing as it applies to technology products, services, and companies.
WriteSpark
JANUARY 10, 2012
As the new year begins, you likely have plans for a long list of content marketing projects. Or maybe you're not sure about the best types and formats for content that will best fit your marketing challenges, budgets, and needs.
WriteSpark
NOVEMBER 2, 2011
E-books have become a popular form of collateral for technology marketing because they can present complex, dry technical topics in an appealing format. If you haven't considered adding e-books to your sales materials, then learn more about e-book advantages and drawbacks.
Advertisement
B2B marketers like you contributed their insights to Sagefrog’s annual B2B Marketing Mix Report, a valuable asset in planning your marketing strategy for the year ahead.
WriteSpark
OCTOBER 5, 2011
Because white papers have such high levels of proven marketing value, it's tempting to consider every potential topic about a product to be worthy of a white paper. But of course, not every topic is suitable.or even best presented in a white paper format.
WriteSpark
AUGUST 14, 2012
"How long have you been freelancing?" is a question I rarely hear when I am discussing my copywriting services with a potential client. But it's a question you will want to ask any freelance copywriter you hire. The reason? A writer who is experienced in running a business and managing projects as a freelancer can save you time, money, and headaches through more effective project activity and relationships.
WriteSpark
SEPTEMBER 7, 2011
You know you've got a good product, one that is much better than the offerings of your competitors. You know that your company has hired very skilled and knowledgeable employees who will do their best to support your customers and make your product fulfill their needs.
WriteSpark
SEPTEMBER 1, 2011
The Public Relations Society of America sent this special offer for the PRSA Technology Section’s upcoming annual T3PR Technology Section conference, which will be held in New York on September 16. . Attendees can use the registration code TECHSEPT11 to get a discounted member rate.
Speaker: Brian Carroll, CEO & Founder of markempa
Today’s sales and marketing environment is a paradox. There has never been more marketing channels to reach potential customers. But, connecting and building trust with buyers has never been harder. That's why we need to go beyond rational-logic based marketing to understand how our customers feel. Empathy is not just a “soft” skill, it's an incredibly powerful tool to understand customer motivation and increase lead conversion.
WriteSpark
AUGUST 3, 2011
There are times when you have what seems to be an ideal case study: a happy, willing, and talkative customer; a prestigious company name; a story for an application or industry that you want to target.
WriteSpark
JULY 6, 2011
As a marketing communications manager, you probably spend much of your workday trying to resolve common issues that arise in your projects such as: Endless debates over the project plan or document outline. Project delays or dissatisfaction with the drafts that have been developed so far.
WriteSpark
JUNE 1, 2011
"Whew, I'm glad that content project is finally done!". Now, how do you get the most value from all the time, money, and effort you've invested in it?
WriteSpark
MAY 4, 2011
You may be perfectly happy with your current in-house and freelance resources for writing. If so, great! But not all writers can write everything well, in spite of their optimistic willingness to try.
Speaker: Carlos Hidalgo, CEO & Founder of VisumCx
B2B buyers are self-guiding their purchase journey, consuming more content along their purchase path and involving more stakeholders in the final decision. Therefore, it is necessary for B2B marketing teams to align to this purchase path and to the buying committees. This is not accomplished by creating more content or sending more communication, the key to success is establishing a conversation with your buyers that engages them in a meaningful dialogue and ultimately converts them to a customer.
WriteSpark
APRIL 6, 2011
One of your company's sales reps e-mails you in breathless excitement: "We just signed a contract with XYZ company and they are willing to say great things about us. Can we get the writer to do a case study?".
WriteSpark
FEBRUARY 14, 2012
When you ask questions during a case study interview, do you talk too much? If you're getting answers that are lackluster, confusing, or less complete or enthusiastic than you expect, the problem may be how you asked the questions. Common symptoms: Using more than two sentences for a question. Asking for too much information in a single question. Feeling the temptation to explain a topic or share a story of your experience after you state the question, but before you allow the customer to answer.
WriteSpark
MARCH 2, 2011
Whether they like it or not, whether they feel capable or not, many technical subject matter experts (SMEs) are now expected to be a white paper writer, a web content writer, and a blog post writer.
WriteSpark
JULY 10, 2012
One of your sales reps sends a breathless e-mail: "XYZ company just signed a contract. They'd make a great success story!" Or, you're preparing to launch a new product and you know that a strong customer case study would be very helpful for substantiating your marketing messages. So, you ask the product manager whether any of the customers involved in beta testing or early product release would be good candidates. In both cases, what input do you receive?
Speaker: Douglas Burdett, Host of The Marketing Book Podcast, Founder/Principal of ARTILLERY
If you are a marketer who needs to generate more high-quality leads that will turn into sales opportunities and revenue, register now for this special event that will show you how to get started and moving in a profitable direction.
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