The Tragedy and Potential of B2B Romance
We want proven reliability, measurable improvements, and cost savings in our purchases. But those don't excite us. Behind all these numbers, there are qualities that do more than catch an accountant's...
View ArticleThe Holy Grail of B2B Content Marketing
Let's say you sell technology. The companies that buy your technology likely use it to build a product or service they sell to their own customers. This is one of the overlooked curiosities of B2B:...
View ArticleBusiness(person)-to-Business(person)
This post from Lateral Action struck a particularly responsive chord: “All else being equal, the best story wins.” In particular, I found it interesting that the majority of the examples shown in...
View ArticlePinning the Pain Point: How to Be Real Without Being Negative
“Life is pain, Highness. Anyone who says differently is selling something.” — The Princess Bride Storytelling 101: conflict is essential to a good story. There’s a protagonist, she wants something, but...
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The Changing B2B Buyer’s Journey
The buyer’s journey, often called a funnel, is a powerful construct to help you understand the stages of buying customers in your industry go through. But rigidly applying content—meaning the details...
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