In B2B marketing, when you have many potential buyers who are involved in the buying process, how do you connect with these people in a memorable way? If you look at most lead generation messages, they often contain industry jargon and abstract ideas. Interestingly, that’s part of the reason many of them don’t work. Our […]
Archive | February, 2008
Ask a Sales VP “did you make your quota last quarter?” and you get a “yes/no” answer. Ask a Marketing VP, “did you make your numbers last quarter?” and you get a blank look. Why is that? Most CEOs don’t hold their Marketers and PR firm as accountable as Sales because, presumably and mistakenly, they’ve […]
Writing persuasive white papers? Trying to sell with your paper? What I am about to share… is my secret weapon. (Frankly, I cannot believe I am even documenting this.) If you want to influence your readers buying behavior—especially if you’re targeting business professionals—then you need to make sure your white paper has one of these.