What Works - What Doesn't

Four Email Marketing Sinkholes to Avoid

What Works - What Doesn't

I recently finished an email nurture campaign for a major software vendor. It included multiple emails across multiple streams for each step in the buyer’s journey (awareness, education, consideration and qualification.). The writing was the proverbial tip of the iceberg.

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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.”.

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.

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.

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Top 20 B2B Marketing Charts of 2017

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.

15 Ideas to Jump Start a Blockchain Blog  

What Works - What Doesn't

Emin Gün Sirer of Cornell University tells the MIT conference how to build blockchains right.

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?

Blockchain Will Be Huge. We Think.

What Works - What Doesn't

Blockchain – the distributed ledger system meant to handle financial and other transactions without the need for banks or other central authorities – will be huge. Those is, if dozens of players with competing agendas can solve multiple complex technical problems, and convince regulators to overturn centuries of rules in everything from finance to utilities. That was my takeaway from this week’s “ Business of Blockchain ” event, organized by MIT Technology Review and the MIT Media Lab.

Skill Set For Content Marketing: Number Crunching and A Gut Feel

What Works - What Doesn't

Back when the earth was young and so was I, feedback on my writing came from a grizzled, chain-smoking editor throwing a story back at me and growling “What the hell does this mean? Clean it up.”

GDPR & Demand Generation: What Your Team Needs To Know

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.

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.

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.

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.

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2018 B2B Marketing Mix Report

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.

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.

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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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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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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.

Empathy: Your Lead Generation Superpower

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.

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.

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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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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.)

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Developing a Conversational Approach

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.

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.).

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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.

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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

Seven Things Marketers Need to Know About Lead Generation

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.

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.

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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.

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.

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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.

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9 Experts Rethinking Demand Generation

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

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?

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.

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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.