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Decision Makers Like Details

WriteSpark

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?

Decision Makers Like Details

WriteSpark

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?

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Maximizing the Content Value of an Interview Call

WriteSpark

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.

Maximizing the Content Value of an Interview Call

WriteSpark

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.

11 Email Deliverability Strategies to Reach the Inbox

With nearly 1 in 5 emails from U.S. senders failing to reach the inbox, deliverability challenges still plague senders and prevent email campaign success. Check out this deliverability guide for actionable strategies and real-world examples of companies applying smart inboxing tactics.

White Papers: Refresh or Write Fresh?

WriteSpark

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.

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Case Studies: Does Your Team Know What Makes a Good Success Story?

WriteSpark

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?

Case Studies: Does Your Team Know What Makes a Good Success Story?

WriteSpark

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?

Your SMEs are tasked with more writing, but should they actually do it?

WriteSpark

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 the projects. The question becomes: Should SMEs write technical sales materials?

Your SMEs are tasked with more writing, but should they actually do it?

WriteSpark

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?

5 Key Elements for Building a Successful Data-Driven Product

When selecting data providers, companies must ensure they’re tapping into comprehensive, high-quality streams of fresh information which can be easily integrated into their products in a privacy-compliant manner.

When the Draft has "Problems"

WriteSpark

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.

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When the Draft has "Problems"

WriteSpark

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.

Review 120

How Services Firms Grow with Online Marketing (Guest Post)

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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. In this guest post, Hinge Marketing, which specializes in professional services firms, presents interesting data about online marketing strategies that can benefit any company offering technology services.

Are You Abandoning Your Leads after a Webinar?

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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? Based on my Webinar experiences lately, you may be abandoning valuable leads right at the point when you have their attention. See if this experience is familiar. Last month I was registered for two webinars during the same hour, so I left one early and joined the other late.

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The Retailer’s Playbook for Customer Acquisition

This playbook outlines the four phases of program development and illustrates each point with real-world case studies from retailers that have found success.

Better Targeting of IT Buyers with New Content Marketing Insights

WriteSpark

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. TechTarget correctly notes that many IT professionals now move from one area to another as new technologies emerge and are adopted by their employers. These buyers seek content that will help them progress from basic to advanced topics in their new technology focus.

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Case Studies: Ask Short, Clear Questions

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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.

White Papers: Refresh or Write Fresh?

WriteSpark

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. Yet many older white papers can deliver renewed value to your promotional efforts with less expense, time, and effort than producing a new one.

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WriteSpark: Best Blog Posts about Content Marketing

WriteSpark

This month's list focuses on my best posts and recommended resources for content marketing as it applies to technology products, services, and companies. If you are involved in producing any type of technical sales or promotional materials, you'll find these posts helpful: What does the content tell you? How to look beyond the standard collateral list to create fresh ideas for marketing content. Decision makers like details.

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Going Beyond Account-Based Marketing: Why ABM-i is the Wave of the Future

Evolve beyond account-based marketing and create a hyper-personalized approach that considers stakeholders as individuals. Learn 8 strategies to use data and technology to create scalable yet personalized ABM programs.

WriteSpark: Best Posts about Case Study Interviews

WriteSpark

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? Anytime you interview a customer, you have a golden opportunity to elicit powerful, effective content for a case study.

WriteSpark: Best Blog Posts about Case Studies

WriteSpark

In this blog, I frequently write about case studies, white papers, and content marketing for technical products and technology companies. Over the next few months, I'll list what I consider to be my very best posts on these topics, along with a few "must have" books and other resources to further your knowledge. If you are involved in writing or managing customer case studies for high-tech marketing, you'll find useful ideas in these posts: Does your team know what makes a good case study?

Packaging Case Studies to Increase Their Promotional Value

WriteSpark

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! Instead of taking time to look through the list, most customers will click on just the first one or two links. Or, they''ll look for a company name they recognize, even if that case study isn''t necessarily relevant to their interests or situation.

Justifying the Cost of an Experienced Freelance Writer

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"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.

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7 Data-Driven Lead Generation Strategies That Drive Growth

Delivering sales-ready leads is a constant challenge for B2B marketers. Check out these 7 strategies to find and target high-value prospects who are ready to buy, and motivate them to act.

Maximizing the Content Value of an Interview Call

WriteSpark

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.

Do You Want a Case Study or Just Feedback?

WriteSpark

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. That's update mistake for two reasons: The customer may lose patience with the process and back-out of the case study.

Do You Need a Long-Form or Short-Form Copywriter?

WriteSpark

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. But that single-source approach may not in fact be the best way to serve your content marketing projects. Different project types simply have differing needs for a writer''s knowledge, skill, and focus.

Refresh Your Best Marketing Content

WriteSpark

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. But equally valuable marketing opportunities may await you in the old--through a relatively simple, fast, and inexpensive refresh of your best existing materials.

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The Forrester Wave™: B2B Marketing Data Providers, Q2 2021

In our 24-criterion evaluation of B2B marketing data providers, we identified the 11 most significant vendors — Data Axle, Dun & Bradstreet, Enlyft, Global Database, InsideView, Leadspace, Oracle, SMARTe, Spiceworks Ziff Davis, TechTarget, and ZoomInfo Technologies — and researched, analyzed, and scored them. This report shows how each provider measures up and helps B2B marketing professionals select the right one for their needs.

Missing Technical Details May Turn Away Buyers

WriteSpark

What can a catalog about sewing threads teach a technology marketer about writing effective sales content? A lot about missed opportunities for engaging prospects and motivating them to make a purchase. I create art quilts as a hobby and at a recent trade show I eagerly picked up a catalog from a well-regarded specialty thread manufacturer.

Are You Abandoning Your Leads after a Webinar?

WriteSpark

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? Based on my Webinar experiences lately, you may be abandoning valuable leads right at the point when you have their attention. See if this experience is familiar. Last month I was registered for two webinars during the same hour, so I left one early and joined the other late.

Leads 120

Do You Need a Specialty Copywriter?

WriteSpark

It's easy to understand that not every freelance writer is a good match for every marketing project. Yet, how can you recognize when you need a specialty writer and identify what kind of writer to seek? These ideas can help your search. You need a writer with specific technical or subject knowledge. Teaching a generalist writer about your products, customers, and applications probably isn't a good use of time--for yourself or your subject experts.

WriteSpark: Best Posts about Case Study Interviews

WriteSpark

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? Anytime you interview a customer, you have a golden opportunity to elicit powerful, effective content for a case study.

4 AI Hacks to Make Sales Teams More Efficient

Over the last two years, there’s been a 76 percent increase in AI adoption across sales organizations. For sales teams, AI opens up a world of new possibilities, including automating outreach, identifying best-fit buyers, and keeping CRMs flush with fresh data. Read on to learn the four AI hacks sales teams need to improve their performance. Download the eBook today!

Why You Still Need PDFs for Content Marketing

WriteSpark

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. Going through the product menu was no help either, because the overview page I found there was so full of photos and fancy formatting and there was no option to get a simple print version.