I was reviewing an IT software company’s website home page and saw quickly that they were doing things right and wrong at the same time. When a prospect comes to your homepage three things have to happen in less than 10 seconds. They have to realize quickly that they’re on the right website. They have […]
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I was talking to a small gathering of marketers the other morning and I got carried away and started ranting about poorly written content (I’m known to do that, probably too often). What I said was that even though there are thousands of great blog posts and articles providing good advice on marketing communications, I […]
Wikipedia defines a white paper as an “authoritative report or guide that helps solve a problem…often used to generate sales leads, establish thought leadership, make a business case, or educate customers, channel partners, or investors.” White papers need to have enough content to build a credible story, so you’ll usually find them to be roughly […]
We’ve just released a research report, B2B Content Marketing (co-sponsored with the Philadelphia Chapter of the Business Marketing Association), that offers some great advice for thought leadership marketers. Content marketing is one of the most important tactics used to position firms as thought leaders. Yet, according to our research, more than half (54%) of all […]
I recently came across some research from the Information Technology Services Marketing Association and RainToday.com that offers great advice to thought leadership marketers: how successful firms fill their sales pipelines. Know your target market Successful firms know their prospects well: they’ve done their research so they know the names of the firms they should be […]
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