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Tag: marketing

Posted in October 15, 2015 - 11:13 am.by Tami Demayo
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Making calculators better marketing tools

ROI calculators

We all love to try before we buy. But when that’s not possible, we’d like at least to estimate our future benefits. Assuming specific requirements, what will the whole solution cost, and what will we gain by using it? ROI calculators provide the answer, offering in-depth spreadsheet functionality fronted by a user-friendly question and answer interface. Whether designed for…

ROI calculators
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Posted in March 16, 2015 - 10:21 am.by Tami Demayo
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This just in: Business people could be of human origin

Stories for marketing content

In an insightful new Slideshare blog, presentation guru Scott Schwertly digs into the neurological underpinnings of our reactions to stories. He notes, among other things, that emotions, not logic, drive most consumer decisions. Consumer decisions? Oh, well then, we B2B folks can go on relying purely on logic, rational argument, and numerical specs to…

Stories for marketing content
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Posted in August 12, 2014 - 2:46 pm.by Wayne Martinez
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When in drought, stick it out

Content strategy for distressed times

“Brown is the new green.” Leave it to Californians to come up with a fashion statement for a climate crisis. But seriously, it’s been way too dry for three years now. If California is the world’s breadbasket, we’re all toast. When a business’s revenues and leads dry up after many…

Content strategy for distressed times
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Posted in June 19, 2013 - 4:29 pm.by Tami Demayo
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How to help marketing automation help you

Marketing automation operator

If you’re discouraged by your paltry conversion rates, take heart—diamond miners have it much worse. They need to crush, sift and sort about 200 million ounces of diamond-bearing ore to yield just one ounce of diamonds.* Still, even the most industrious marketing and sales professionals struggle to keep pace with…

Marketing automation operator
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Posted in May 13, 2013 - 6:22 pm.by Tami Demayo
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Are quantified benefits the holy grail of B2B customer references?

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In its role as a sales tool, a customer-reference case study works best when it provides quantitative benefits, such as ROI, cost savings, improved uptime, or shorter lead times. Numbers lend themselves to comparison of competing offerings. They are seen as more credible and compelling than word-of-mouth testimonials of business…

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