What Works - What Doesn't

Pulling Case Studies Out of Customers

What Works - What Doesn't

One of the more predictable, and sadder, moments in my work with clients comes when I ask for a customer case study to help illustrate all the good things their hardware, software or services can do.

Do You Want Sales or an Audience – or Both?

What Works - What Doesn't

Give clients “real business metrics,” says, Joe Lazauskas of Contently. Walking the halls of my first Content Marketing World I wasn’t surprised to hear lots of agreement that high quality content is essential to effective marketing and sales.

Trending Sources

Five Ways Storytelling Goes Bad

What Works - What Doesn't

Wherever you go in the content marketing industry, people are talking about brand storytelling. You have to tell stories to get customers emotionally involved in your brand. The human mind is intrinsically geared to hearing and understanding stories. Hey, I’m all for storytelling.

What We’re Doing Wrong in Blockchain Marketing

What Works - What Doesn't

One of the best pieces of advice I ever got was “ always explain what you’re talking about. Never assume your audience knows the background – even if they’re experts.”.

#HowIBuy - An In-depth look at the buying process from 12 different perspectives

Learn from B2B buyers on #HowIBuy. Featuring C-Suite and Executive leaders from MongoDB, Uberflip, InsightSquared, and more. Get the eBook free!

Get Off the Commodity Bus!

What Works - What Doesn't

Do you feel like you’re stuck trying to differentiate yourself in a crowded, “me-too” market like, for example, local IT service providers?

No Robot Overlords at MIT CIO Symposium

What Works - What Doesn't

The recent 2017 MIT Sloan CIO Symposium in Cambridge, Mass. was full of talk about “digital transformation,” driven by everything from artificial intelligence (AI) to blockchain to the Internet of Things.

Stop the WordPress Madness!

What Works - What Doesn't

One month and hundreds of dollars worth of development help ago, I began consolidating my Web site and blog onto WordPress, the popular blog, Web site and content publishing system.

12 Quick Content Marketing Tips and Trends

What Works - What Doesn't

The frigid cold along Route 128 the other morning didn’t keep a standing-room-only crowd from Schwartz Communications’ Breakfast Roundtable on content marketing (using information shared on the Web to drive sales.)

30 Ways to Get Inside the Mind of Your Target Buyer

Trust, support, and transparency: that's what your target buyer really wants. These 30 findings show the path from respect, to relationship, to business win.

Are We Scrubbing the LIfe Out of Press Releases?

What Works - What Doesn't

When drafting a press release for a client recently, I highlighted a lot of the themes that would have made it a great newspaper feature.

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787 Lessons From Boeing For Content Marketers

What Works - What Doesn't

Head out to Paine Field in Everett, Washington, and you’ll see 20-25 brand new, nearly finished 787 airliners sitting on the flight line. Boeing can’t deliver them to customers (or get fully paid for them) until they perform more than 140,000 fixes.

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If You MUST Write A Press Release, Do It Better

What Works - What Doesn't

At Schwartz Communications’ breakfast roundtable on content marketing last week, attendees were asked to rank which channels they used to get the news out about their company. Plenty of people use “blogs,” “Twitter,” “Facebook,” or “LinkedIn” but “press release” barely registered.

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Why Marketing Automation is Floundering (Amen!)

What Works - What Doesn't

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.

787 Lessons From Boeing For Content Marketers

What Works - What Doesn't

Head out to Paine Field in Everett, Washington, and you’ll see 20-25 brand new, nearly finished 787 airliners sitting on the flight line. Boeing can’t deliver them to customers (or get fully paid for them) until they perform more than 140,000 fixes.

9 Experts Rethinking Demand Generation

How to strategically target your content and lead generation campaigns to disrupt the status quo and facilitate the sale.

How We Can Help

What Works - What Doesn't

By creating compelling white papers, case studies, blog posts and other content based on an in-depth understanding of your competitive differentiators. We can create anything from full-fledged email marketing campaigns to white papers, case studies, ghosted articles and blog posts.

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Stop the WordPress Madness!

What Works - What Doesn't

One month and hundreds of dollars worth of development help ago, I began consolidating my Web site and blog onto WordPress, the popular blog, Web site and content publishing system.

Are We Scrubbing the LIfe Out of Press Releases?

What Works - What Doesn't

When drafting a press release for a client recently, I highlighted a lot of the themes that would have made it a great newspaper feature.

eBook: Content Marketing: Where To Place Your Bets

What Works - What Doesn't

Click Image To Download. IT customers today are overwhelmed with promotional information – emails, newsletters, Tweets, blogs, Webinars, podcasts, YouTube, Slideshare and even Facebook updates.

Increase Marketing ROI 10X and Prove It

See how a marketing team demonstrated 10X ROI and increased sales by 35% with marketing automation.

How Quality Content Is Helping IT Vendors

What Works - What Doesn't

Quality content is critical because prospects are paying with their most precious commodity – time. If you’re not giving them valuable information, they’ll click on to your competitors.

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About Us

What Works - What Doesn't

Bob Scheier Associates is a writing and marketing services collaborative serving the information technology industry.

Software Automates Sportswriting. Is B2B Content Marketing Next?

What Works - What Doesn't

Hell, no, I say, and not just because I make my living writing white papers, newsletters, and the like for the IT market. Here’s why. Yes, StatSheet of Durham, N.C.

How Much Rope Should You Give a “Corporate Reporter?”

What Works - What Doesn't

Companies have been hiring ex-journalists for years as PR people because they knew how to tell a story and how to work with their fellow ink-stained wretches. For those old enough to remember ink.).

Best Practices for a Marketing Database Cleanse

A framework comprising of best practices to consider and red flags to avoid.

Can PR Firms Find Gold in Marketing Automation Services?

What Works - What Doesn't

Some of the more forward-looking PR firms I work with are looking to supplement traditional PR offerings with demand generation services, using marketing automation software such as Marketo and HubSpot to track prospect’s actions to “nurture” them with additional content towards a sale.

Finding the Mythical C-Level Exec

What Works - What Doesn't

Like the unicorn , whose horn was said to cure illnesses and neutralize poison, the C-level executive is a mythical creature, though long hunted by IT sales rep looking for a cure to their late-quarter sales slump. But, as Forrester Research points out in a recent report , “.no

Maintenance Fees, a Cash Cow for Vendors, Under Attack From Users

What Works - What Doesn't

Some customers are pushing back on software maintenance agreements, threatening vendors with the loss of their most predictable, profitable continuing revenue stream.

It's Official: Forrester Says B2B Buyers Hate Confusing Jargon

What Works - What Doesn't

I’ve been yelling for years that technical jargon in marketing content turns off B2B business buyers. Now, it’s official – or at least corroborated by a Forrester Research Inc. report.

Effective B2B Marketing Content That Will Lead to Sales Growth

Effective marketing content leads to increased sales productivity, more revenue, greater marketing effectiveness and stronger alignment between marketing and sales.

Toyota Ad Shows Need For Outsider's Eye on Marketing Content

What Works - What Doesn't

  One of the biggest blunders tech marketers make is not clearly explaining what their products do. A recent ad from Toyota makes this thunderlingly obvious mistake, and shows why it’s so important to get an outsider’s eye to review your copy.

First Rule of Content Marketing: Don't Say Anything Dumb

What Works - What Doesn't

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. Those types are knowledgeable, have a lot on their plate, and make snap decisions on what to read and not to read.

Selling Your Weaknesses in B2B Content Marketing

What Works - What Doesn't

I’ve long argued that admitting your product or service isn’t the right hammer for every nail is an effective way to sell. The folks at marketing automation software vendor HubSpot seem to agree, judging from a recent blog post on “Seven Reasons Social Media is Bad for Marketing.”.

Using Online Games To Sell Complex B2B Software

What Works - What Doesn't

I have to give IBM points for even trying this: They’ve developed an online game that walks players through a (BPM) Business Process Management) exercise. But is asking prospects to spend the time playing an online game good for all parts of the sales cycle?

Stop Killing Your Content: 3 Reasons Your Content Falls Flat

Each year B2B organizations spend more than $5.2 billion on content creation.

Time to Kill the Press Release?

What Works - What Doesn't

While writing a press release for a client the other day, I got to thinking about what I was doing. Dangerous idea, thinking too much.

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First Rule of Content Creation: Don't Say Something Really Dumb

What Works - What Doesn't

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. Those types are knowledgeable, have a lot on their plate, and make snap decisions on what to read and not to read.

Real Editors Don't Just Retweet

What Works - What Doesn't

“Content marketing” – using material such as white papers, podcasts and videos to sell to customers – is the latest buzzword as companies try to grab market share in the recovering economy.

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To Sell A Conference, Give Away Last Year’s “Takeaways”

What Works - What Doesn't

Gotten a pitch to attend a conference or trade show lately? Did you decide to spend the money, or ditch it and stay in the office? It’s tough to get people to part with their money, or their time, to attend conferences these days.

5 Pillars of Marketing Automation Success

Ensure Your B2B Marketing Clients Get the Best Results