Research Shows B2B Content is King

Some relevant research completed over the last 12 months reinforces the importance of branded content in B2B marketing. I recently attended a NorCal BMA conference up in Silicon Valley where Barry Trailer of CSO Insights summarized some of their research findings in their report, 2010 Key Trends in BtoB Lead Generation Optimization. Of all the marketing […]

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B2B Marketer’s Challenge: Cutting Through the Clutter to Persuade Top Management

I am now in the 4th stage of my career.  This post begins a series on these stages, with some insights I have gained along the way.  Stage  I (below) was my “heavy-duty” period. The struggle of manufacturers during this deep recession to get support from banks for investments in new technology and capital improvements […]

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Industry Origins are Popular as Business Stories

Although my focus is on the B-to-B world, I summarized three of my favorite B-to-C stories that are well known to many business people, and asked colleagues and cohorts to vote on the one they thought was the most significant to them. My thanks to the thirty pros who responded.  Looks like the oldest story […]

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The Value of Business Storytelling

The value of storytelling goes back a long ways.  Thousands of years.  An unfolding story holds more interest than a mere stating of facts derived from it.  In B-to-B marketing we are fond of saying that it allows a prospect to visualize himself or herself as a user of a given technology, imaging how the […]

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