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)
The mantra heard most often in business these days is "Do More With Less."
For many businesses, cutting costs while trying to grow—or even sustain
their place in the market—is easier said than done.
What could help many businesses is gaining access to some of that $787
Billion in Federal Stimulus Package monies. Not surprisingly, many small
companies [94% of them according to a recent Intuit survey] said that,
"success depends more on what they do for themselves than the government."
Steve King from Emergent Research—when interviewed by Entrepreneur about
the survey—said he's not... (more)
Tony Karrer (Browse My Stuff) and Tom Pick (WebMarketCentral) have created
and launched the B2B Marketing Zone as a filter to aggregate content for us
in one spot. Similar to the idea of The Customer Collective for sales and
marketing professionals and My Venture Pad aimed at SMBs and Junta42 for
content marketing, this site focuses on a niche.
I'm excited to be one of their launch bloggers along with the terrific
expertise provided by Brian Carroll, Paul Dunay, Newt Barrett and Jon Miller.
I love that it also includes some new perspectives such as Cece Salmon Miller
(PR Meets M... (more)
When you were building your website, of course you asked yourself these
Who's going to read it?
What will they get from what they read?
What do they do after that?
What do you do in response?
So how does all that play into your interactive marketing campaigns? It's a
similar process, only there's a lot more interaction with potential customers
to use for fine tuning as the campaign progresses.
We all get email marketing messages. The ones that really irritate me are the
offers that get sent repeatedly with the exact same messaging. If it doesn't
catch my eye the first time... (more)
Marketers spend a lot of time creating content, messaging and resources to
catch the attention of prospective customers. Research shows that salespeople
spend an inordinate amount of time recreating that collateral in ways that
work for them.
What a colossal waste of time that salespeople could be spending face-to-face
with those buyers.
I was thinking about this today as I worked on planning a site map for a
client's new website. I want to keep the content as flat as possible,
limiting the clicks, so I kept turning the context around and around to
determine the best way to do ... (more)