What Works - What Doesn't

Pulling Case Studies Out of Customers

What Works - What Doesn't

The interviews and review cycles take time out of their busy schedules, and force them to jump through hoops with their internal legal and PR departments for what they may see as “only” a favor for a vendor they’re already paying for a product or service.

Do You Want Sales or an Audience – or Both?

What Works - What Doesn't

Those audiences can then be tapped for anything from advertising (Google) to sales of goods and services (Amazon) to tracking their needs to fine tune new products and services. Give clients “real business metrics,” says, Joe Lazauskas of Contently.

Trending Sources

Five Ways Storytelling Goes Bad

What Works - What Doesn't

I can see this working for top of the funnel “awareness” of a product, but will it convince either a system administrator to recommend it, or a CIO or CFO to approve the purchase? 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

the tokens stolen) are software that represent our knowledge, advisory and consulting skills, products and capabilities. 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.”.

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

No Robot Overlords at MIT CIO Symposium

What Works - What Doesn't

The bad news, he said, is that smart machines are not yet delivering increased productivity, and that doing so may require the layoffs the experts are predicting. The more common and every day the product or service (i.e., The recent 2017 MIT Sloan CIO Symposium in Cambridge, Mass.

Stop the WordPress Madness!

What Works - What Doesn't

My new site still isn’t up, I’ve lost dozens of hours of productive or leisure time (and will lose more) and my output of marketing posts (the aim of the whole exercise) is lower than ever.

787 Lessons From Boeing For Content Marketers

What Works - What Doesn't

Taking apart nearly-completed planes to fix hidden flaws plays havoc with the normal manufacturing sequence, cripples profit margins and lower customers’ faith in the finished product. Your written product, like those 787s, will need to be torn apart and reworked.

Range 11

If You MUST Write A Press Release, Do It Better

What Works - What Doesn't

Adding HP products to the existing IBM and HP offerings it can provide customers, Joe’s Regional Geek Services today announced it has become an HP Silver Solutions Partner….

Media 11

Seven Things Marketers Need to Know About Lead Generation

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

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.

787 Lessons From Boeing For Content Marketers

What Works - What Doesn't

Taking apart nearly-completed planes to fix hidden flaws plays havoc with the normal manufacturing sequence, cripples profit margins and lowers customers’ faith in the finished product. Your written product, like those 787s, will need to be torn apart and reworked.

B2B 2

How We Can Help

What Works - What Doesn't

Helped attract prospects for a cloud-based systems management offering through a detailed white paper describing what to look for in such a product, and how my client meet those needs.

RFP 2

Stop the WordPress Madness!

What Works - What Doesn't

My new site still isn’t up, I’ve lost dozens of hours of productive or leisure time (and will lose more) and my output of marketing posts (the aim of the whole exercise) is lower than ever.

About Us

What Works - What Doesn't

Bob Gallagher is head of Funnel Impact , a marketing services firm that provides content creation, sales support and marketing automation to companies that sell complex products or services, including Software, Hardware, Hosting and Cloud Computing.

eBook: Content Marketing: Where To Place Your Bets

What Works - What Doesn't

With even CIOs doing much of their product research on-line, how can you as a marketeer cut through the clutter with quality content that keeps prospects engaged? Click Image To Download.

7 Common Marketing Mistakes and strategies to avoid them

This white paper addresses the 7 most common challenges marketers hit when marketing products, solutions, or services and offers proven advice on how to avoid these missteps and improve the success of your marketing efforts

How Quality Content Is Helping IT Vendors

What Works - What Doesn't

Another great example comes from supply chain management vendor Kinaxis , whose blog doesn’t tout its products but has its own experts tackle weighty subjects, as well as summarizing and commenting on reports from influential analysts.

PPC 2

Software Automates Sportswriting. Is B2B Content Marketing Next?

What Works - What Doesn't

Or am I whistling past the graveyard and about to be automated by a really clever product positioning algorithm? 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

I found a really, really smart customer doing some leading-edge marketing automation -- but with a competitor’s product. 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.

B2B 2

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. If you introduce a new brand or product name or initiative, explain what it does.

Developing a Conversational Approach

Speaker: Carlos Hidalgo, CEO & Founder of VisumCx

With information at their fingertips, the chances are that potential customers have already met you, judged you and have a firm impression on your company and products. B2B buyers are more sophisticated than ever before, from the customers’ initial discovery, to the moment they commit to buy.

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

What Works - What Doesn't

But they’re not who’s seeing your marketing content if you’re selling a big-ticket IT product or service. OK, maybe some people are so dumb they don’t know a heater gets hot. 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. If integrated into customer service and product development, the post suggests, social media could instead “be an important factor for organizational improvement.”.

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

What Works - What Doesn't

But they’re not who’s seeing your marketing content if you’re selling a big-ticket IT product or service. OK, maybe some people are so dumb they don’t know a heater gets hot. Those types are knowledgeable, have a lot on their plate, and make snap decisions on what to read and not to read.

Boeing Redesigns Web Site Around Features. And the Business Case Is?

What Works - What Doesn't

Boeing is in some ways a business to consumer company (we all use their products) but the actual purchasers are airlines, aircraft leasing companies and governments.

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

What Works - What Doesn't

By tracking which newsletter recipients click through to which tip (yes, the prospect has to give up their contact info to get the tip) SAP Insider (or a sponsor) can infer what products each prospect is using, and what challenges they’re facing.

Real Editors Don't Just Retweet

What Works - What Doesn't

  As a marketer, your “reporters” are your developers, your salespeople and your product managers. “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.

RSS 2

What Is Content Marketing?

What Works - What Doesn't

The content can be anything from your existing product briefs and price sheets to custom-written white papers and “e-books” that demonstrate your “thought leadership.” Content marketing means using anything from spec sheets to white papers to case studies, Webinars or podcasts to keep prospects interested. Sure, people have been doing “content marketing” since the first salesman left the first brochure on the first customer’s desk.

Software Consultancy: Why MA Is Hot

What Works - What Doesn't

Market analyst Lauren Carlson also had an interesting recent post about the major trends pushing customers towards marketing automation software , which tracks prospect behavior to determine which products they’re most likely to consider. Software consultancy Software Advice has a good business model: Give away a certain amount of information about software, then charge for more detailed counseling.

Amateur Bloggers Jump Ship, Pros Taking Over

What Works - What Doesn't

The same is true in creating content to sell IT products and services. A story in the current Newsweek says that interest in amateur (non-profit) blogging and contributing to Wikipedia is falling off rapidly as, frankly, people get tired of working for free. The story mentions, in passing, that according to Technorati , professional bloggers are “a rising class.”.   Welcome to reality, or, rather, back to reality.

Just Say No To "Social Media Press Releases"

What Works - What Doesn't

page with hyperlinks to “relevant historical, trend, market, product & competitive content sources…context as-needed, and, on-going updates” as well as blank spots for photos, videos, podcasts, etc.” And why not, since they focus on tweaks in management, distribution, product wins, sales or product features in terms that are more critical to competitors than customers? To succeed, the “social media press release” must focus more on content than Web bling.

Why "Cost Per Lead" Is The Wrong Question

What Works - What Doesn't

Or is it the name, contact information who has indicated (either through a registration form or their readership history) that they’re feeling the pain you can solve, own the hardware and software your product needs to work, and are willing to sit down and talk for ten minutes? But identifying which “leads” have the right other products to make them a good lead boosts the cost closer to $80.

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

What Works - What Doesn't

The reader (or customer) will eventually learn what a government agency did and didn’t do, and what your product can and can’t do. 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

That’s when Voltage says one reason for its success is that many customers are using Voltage’s encryption products to reduce the size of their PCI (Payment Card Industry) audits. 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.)

New Ways Around An Old Problem: Getting Reference Customers

What Works - What Doesn't

on how great your product or service is. At my advanced age (a sister, a cousin and a friend just became grandparents!) it isn’t often I run across a completely new source of great ideas to solve an “evergreen” problem. But while doing some research on customer retention for a client, I stumbled on Bill Lee, who blogs and Tweets on the very specific topic of how to get customers to serve as “references” – i.e., to be quoted, interviewed, cited, etc.

Study: Top Execs DO Use Social Networks

What Works - What Doesn't

If customers are increasingly turning to each other for product information, does this leave B2B marketers out in the cold? But not to talk about the new appetizer they just tried at a trendy restaurant. A new study shows decision-makers, such as business buyers, are increasingly using social media such as LinkedIn and Twitter to make buying decisions. Trade publishers have tried, unsuccessfully, for years to build such on-line communities which they could control and mine.

The 7 Mistakes to Avoid When Making a Product Video (Learned the Hard Way)

ScribbleLive

As product marketers (or marketers in general), we have to try new things every single day, whether because we want to, or have to, depending on the needs of the business. Let’s move on to why we’re here: the biggest mistakes to avoid when making a product video.

Being Busy is Not Being Productive

Puzzle Marketer

One of the most misleading but commonly held beliefs is being “busy” means that you’re being productive and accomplishing a lot. The next day begins a new cycle of non-productivity. Busy but non-productive tasks include: Checking emails Making/returning phone calls Holding meetings Reading the news & blogs Reading/updating social media Wait a second.You’re telling me that I can’t check my email?

How to Build a Productive Company Culture

Hubspot

Or, it can be purposefully molded, shaped using specific values and practices to achieve a particular goal , like productivity. It's about creating a culture that's productive by design. Fostering a Productive Company Culture. Empowerment, then, breeds productivity.

The Making of Vidyard’s New Website Product Tour Videos

Vidyard

Being who we are, and believing so strongly in the power of video, we knew that video would have to be front and center in how we told our story and explained our product to our website visitors. Our previous website had included a series of videos that we refer to as our “ Product Tour ”.