As most of you know, I've long been a proponent of storytelling for marketing
and sales. Customer stories are one of the most valuable ways B2B companies
can share their compelling value. They have the ability to simplify the
complexity of considered purchases, validate that what you promise is true,
and mitigate risk by proving the business case.
Casey Hibbard, and her book Stories that Sell, provides a wealth of
information about how to plan for, research and create customer success
stories that help you sell more—and do so with ease. And, she ought to
know. She's written over 450 of them over the last 10 years for companies
such as, Macrovision, Jobfox, USA.NET, IHS, and Vocus.
In the interview below, Casey shares the answers to 7 questions to show you
just how valuable your customers stories can be for validating your company's
1. What’s the bi... (more)
When the economy trends down, it’s challenging enough to address people’s
uncertainty and concerns.
Buyers tend to hunker down and avoid anything that isn’t already a project
in progress, sometimes even standing by while those projects shut down in
mid-stage. You may start to notice a drop off in responses to your email
campaigns. This can lead to a bit of uncertainty of your own in regards to
your ability to maintain marketing effectiveness during the economic
Often, in our tendency to respond to this perceived dip in prospect interest,
we up our instances of email co... (more)
Focusing on website navigation paths makes perfect sense for B2B websites
with lengthening sales cycles. The added pressure for marketers to produce
measurable ROMI means that each click needs to be considered a conversion
that strengthens engagement, builds trust, and leads to verifiable
conversations. Websites should drive buyer momentum and work toward reversing
that lengthening sales cycle statistic.
When you build a B2B website, it’s imperative that you think about the site
user's context. You need to plan for and strategize every click and
interaction by focusing on your we... (more)
Manticore Technology and Bulldog Solutions have released a new white paper
that addresses some misconceptions that B2B marketers may have about
marketing automation. As they point out, it's terrific when an application is
intuitive and easy to use, but marketing automation must be used in support
of a business process if it's going to produce the desired results. More
sales and revenues.
Process and skillsets are holding marketers back:
"Recent Executive Benchmark Assessment data from Bulldog Solutions and Frost
& Sullivan, the Growth Partnership company, shows that process is th... (more)
It should come as no surprise that your B2B marketing content and nurturing
programs are being tapped to provide value farther across the buying process.
In fact, many of you are now tasked with moving prospects to that nirvana
called sales readiness—before salespeople ever see them.
Because B2B buyers can now push sales activities to whenever they're ready,
your funnel may be longer than your pipeline. This reality layers additional
responsibility on the marketing team, but it also leaves salespeople somewhat
You see, when company's had a hold on critical information th... (more)