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. There are many reasons customers don’t want to help you create a case study.

Do You Want Sales or an Audience – or Both?

What Works - What Doesn't

Strategic content creation helps build an engaged audience of people who exhibit specific, desirable behaviors – like greater willingness to share personal data, greater interest in upselling opportunities, and greater brand loyalty and evangelism,” he blogged in October 2016.

Trending Sources

Five Ways Storytelling Goes Bad

What Works - What Doesn't

The second was a promotional notice from an NPR donor – a drug company — inviting listeners to hear stories about how their employees volunteer their time to help their communities. Wherever you go in the content marketing industry, people are talking about brand storytelling.

What We’re Doing Wrong in Blockchain Marketing

What Works - What Doesn't

These allow individual investors to help fund startups, creating a more democratic alternative to initial public offerings of stock that are usually only open to insiders or big investors. One of the best pieces of advice I ever got was “ always explain what you’re talking about.

The Marketing Landscape: Where Data and Content Merge

Understand the importance of good data and good content and how they work together to help your marketing efforts

Get Off the Commodity Bus!

What Works - What Doesn't

For them, flexible course timing, fast help with anything from coursework to financial aid and a return on their investment are far more important than life in a dorm or weekend football games.

No Robot Overlords at MIT CIO Symposium

What Works - What Doesn't

However, the use of AI for more basic and labor intensive tasks, such as helping patients schedule visits and determining which patients are unlikely to pay their bills and thus need prodding, are delivering “huge and rapid” return on investment, he said.

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

edgy) helps. 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.)

Make No Mistake: How Worst-Practices Derail Successful ABM Efforts

This Quick Study Slide Show from Node identifies the common mistakes of ABM executions and offers practical advice to help teams avoid them

Are We Scrubbing the LIfe Out of Press Releases?

What Works - What Doesn't

These included dramatic government budget cutbacks, a scramble for funds among richer and poorer regions, and how the vendor’s solution helped bring affordable IT services to all.

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How We Can Help

What Works - What Doesn't

Here are some of the ways we’ve recently helped our clients win in the marketplace. Helped a global IT services provider hone its response to an RFP for a multi-million project. Email us at bob@scheierassociates.com or call at (781) 599-3262 and let us brainstorm a way to help

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How Quality Content Is Helping IT Vendors

What Works - What Doesn't

It is advice, tips, observations and insights that help the reader do their jobs better. 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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Why Marketing Automation is Floundering (Amen!)

What Works - What Doesn't

But the rest of us need some help crawling before we can walk, much less run.

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.

8 Ways to Create More Effective Lead Generation Programs

Explore key areas you should focus on with your content syndication strategy in order to help you get the attention of your target audience and build trust

Are We Scrubbing the LIfe Out of Press Releases?

What Works - What Doesn't

These included dramatic government budget cutbacks, a scramble for funds among richer and poorer regions, and how the vendor’s solution helped bring affordable IT services to all.

eBook: Content Marketing: Where To Place Your Bets

What Works - What Doesn't

To help you create the highest-quality content as quickly as possible, I wrote “Content Marketing: Where to Place Your Quality Bets.&# Click Image To Download.

Can PR Firms Find Gold in Marketing Automation Services?

What Works - What Doesn't

PR firms already have deep relationships with clients, and understand – and in some cases helped create – their branding messages. They’re also skilled at creating content for different audiences, either using their own employees or outside help.

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

What Works - What Doesn't

Several consultants who help customers negotiate software contracts told me, as part of a story I reported for InfoWorld , that a growing number of customers are ditching maintenance.

Seven Things Marketers Need to Know About Lead Generation

Speaker: Douglas Burdett, Host of The Marketing Book Podcast, Founder/Principal of ARTILLERY

Why helpful, non-promotional content is the key to lead generation success. Lead generation is the process of attracting and converting strangers and prospects into someone who has indicated interest in your company's product or service.

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

What Works - What Doesn't

Vendor use of jargon and their lack of simplifying issue complexity often keep business-oriented buyers from grasping the nuances of how technology can help to solve their problem,” says a post on the Marketing Interactions blog.

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

What Works - What Doesn't

  Another is s aying the same thing six ways, as in “Reducing inefficiency and boosting productivity helps to reduce costs and enhance corporate productivity by making better use of corporate resources.” OK, maybe some people are so dumb they don’t know a heater gets hot.

Selling Your Weaknesses in B2B Content Marketing

What Works - What Doesn't

The rest thanked HubSpot for raising these problems and/or asked for help in solving them. I’ve long argued that admitting your product or service isn’t the right hammer for every nail is an effective way to sell.

Using Online Games To Sell Complex B2B Software

What Works - What Doesn't

  In Innov8 players are presented with multiple scenarios (tweaking a supply chain or improving customer service) and get to see how business process automation helps the business.

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

What Works - What Doesn't

  2)   Saying the same thing six ways, as in “Reducing inefficiency and boosting productivity helps to reduce costs and enhance corporate productivity by making better use of corporate resources.” OK, maybe some people are so dumb they don’t know a heater gets hot.

Real Editors Don't Just Retweet

What Works - What Doesn't

As an editor you need to find out what they think is new and interesting, and help them turn those ideas and observations into content customers care about.

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What Is Content Marketing?

What Works - What Doesn't

That readership history helps identify where each prospect is in the purchase cycle, what follow-on information or offers we should send them, and who are the most attractive prospects. The more complex your “sell” and the longer the sales cycle, the more content marketing can help you. Read on to learn how content marketing is helping IT vendors , and the four easy steps to getting started with content marketing

Software Consultancy: Why MA Is Hot

What Works - What Doesn't

It would seem PR and marketing firms can help their customers by delivering the skills, processes and content B2B companies need to make marketing automation software work. All of which begs the question: Which of these specific hurdles is most critical, and where do B2B vendors need help getting the benefits of MA software? Help us find the answer by taking a two-minute survey on what’s keeping you from MA heaven, and see instant results on how you stack up vs. your peers.

Virtual Trade Shows for Mere Mortals

What Works - What Doesn't

Chief Marketing Officer Marty Homlish says that being able to see who viewed what information, and for how long, goes a long way towards helping SAP “capture demand.”. First, get the customers talking to each other and stay out of the way, unless you can really help. I recently helped “cover” a customer summit for a multinational services company and was amazed by the amount, quality, and candor of the interchange among customers.

Looking for Good Content? Go for Brains, Not Titles

What Works - What Doesn't

These consultants help very large customers with very complex needs install very large, complicated software. Journalism isn’t like marketing, and that isn’t just because journalists supposedly seek the truth, the whole truth and nothing but the truth. Reporters and editors take an extremely pragmatic, “whatever and whoever it takes” approach to getting good stories. That means choosing and quoting good sources based on their knowledge and credibility.

Huge Jargon Slick Drifts Towards Readers; “Resources,” “Mitigate” Clog Brains

What Works - What Doesn't

  Easily understood specifics help the reader or listener understand what you’re doing, and to weigh it against what should be done. Let’s say – let’s just say – you were a huge oil company, or a government agency, desperately trying to recover from a major blunder.   You’re not sure how bad things are or when you can fix the situation.

Find Trend Pitches In Your Earnings Releases

What Works - What Doesn't

For another sentence or two, Voltage could have explained exactly how their encryption helps trim a PCI audit down to size, and roped editors in even further. It’s good news these days to see a company whose revenue grew more than 70% year over year, as encryption vendor Voltage Security announced today. They’re even profitable, more to the point.) It’s an even better story when the earnings press release holds the germ of a trend story, which this does – but not until the sixth graf.

What B2B Readers Want, Circa 2010

What Works - What Doesn't

The impetus is a competitive analysis I’m helping do for a publisher, which includes asking readers about everything from what they read, how they get it (print or online) to how they use content to do their jobs better. I’m saving the best stuff for my client, of course, but some initial findings that might help you decide what and how to publish for your customers. I’ve had a great opportunity recently to learn what B2B customers want in content by – shock of shocks – asking them.

Study: Top Execs DO Use Social Networks

What Works - What Doesn't

The marketer's job is to 1) do an even better job of describing the unique benefits they offer and how they help the customer, and 2) monitor and take part in the conversation on social networks, offering genuine useful advice, answering questions, addressing concerns but skipping inane, clumsy pitches. But not to talk about the new appetizer they just tried at a trendy restaurant.

17 Helpful SEO Tools and Tool Reviews

Webbiquity

Which SEO tools are most helpful in conducting a site audit? Helpful SEO Tools. Ian Cleary (again) explains how to use Google’s free tools to help out with SEO efforts; not just the obvious ones (e.g.,

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How Does Content Marketing Help with SEO?

Webbiquity

Efficient use of meta data, URL addresses and sitemaps all fall under this category and can help to naturally increase your chances of naturally appearing high in search results. Guest post by Sam Allcock. Content marketing and SEO are often written about and addressed separately.

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How Video Helps Sales and Marketing Alignment

Vidyard

Marketing will produce valuable assets for the sales team to distribute, while Sales will request specific campaigns or promotions to help them reach more accounts. Marketers can help craft the story and make sure it stands out.

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5 Email Metrics to Help Diagnose Your Mistakes

Act-On

Analyzing email metric reports is an excellent way to help review and sometimes diagnose issues with your targeting, data, or even deliverability. This metric will help tell you the mailable status of a list, each time you send.

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How customer-hero stories help you connect better

B2B Lead Generation Blog

Well, for my whole career as a sales productivity consultant and sales trainer, my stated mission was to help my client lift the bottom 80% of their sales force. Where we can help them be a hero? Where we can help them achieve a goal or solve a problem?