You’ve got some incredibly smart people working for you. But you may be missing an opportunity to use their knowledge to drive more sales. The vast majority (87%) of B2B buyers say online content impacts their vendor selection.* To gain more influence over these buying decisions, you’ve got to find a way to draw out the expertise locked inside the minds of your subject matter experts (SMEs) and convert it into compelling content. But how? … [Continue reading]
Don’t be another voice in the Competitors Chorus
Many of your competitors are singing out of the same songbook. And there’s a chance you might be joining the sound of their familiar chorus. In a world where 86% of the value propositions salespeople present are missing their mark*, you’ve got to differentiate your sales message to survive. Here’s a quick self-assessment to find out whether or not you’re singing in the Competitors Chorus. Does your B2B sales message include any of the following … [Continue reading]
Humans. Chimps. And the B2B content marketer’s secret weapon.
One of the top three challenges B2B content marketers face this year is “producing the kind of content that engages” (according to a recent study by Content Marketing Institute and MarketingProfs). So how do you create content that drives more buyer engagement? What’s the secret? The answer is deeply rooted in human nature itself. Humans can’t ignore creativity. And neither can your customers. Think about your favorite songs, movies, and books … all highly creative, … [Continue reading]