What About a Whitepaper?

Since the '90s, whitepapers have been a common form of content made popular by analysts like Gartner and Forrester Research who generate their own content but also do so for clients, typically featuring that client's product as the leader in its category (The fabled "Magic Quadrant").  They can also ... [Continue Reading]

Blogging Efficiently

“There is nothing to writing. All you do is sit down at a typewriter and bleed.” ― Ernest Hemingway Blogging is a great way to connect with the vertical(s) you are selling into and, if managed properly, a way to organize your thoughts in a larger schema.  Your time is precious, so you need to ... [Continue Reading]

Your Message Matters

A clearly articulated message is key tool for an early stage company; your message is as much about getting your team aligned around a common vision as it is about communicating that vision to potential customers: in fact, the effect of your message on your team may be more important. Retail ... [Continue Reading]

Creating Authentic Content

The B2Bsales process is much more about discovery and research now than it was even five years ago (see these much cited survey results from Google and CEB, and my post about The Golden Rule of Buying Behavior) and, as such, spending less time pitching and more time providing your prospects with ... [Continue Reading]

Five Things to Keep in Mind About Email Marketing

It can be a bit of a puzzle getting an outbound email marketing program going and the whole process can seem a little overwhelming.  Keeping the following five things in mind should simplify and demystify the process for you. Develop a Clean, Focused Email List When putting together your email ... [Continue Reading]

Voodoo Viral: Rich Video Content

Robert co-founded Voodoo Viral, which provides users an extremely effective platform from which to run video-centric marketing, using rich video content.  He and his partners have thought through how distributed sales teams (direct and indirect) use content to engage customers and drive sales and ... [Continue Reading]

Driving the Online Sale

Richard Martin runs an online health related training business with his wife Margaret, who is a physical therapist.  He was a product marketing guy at Apple, Cisco and Broadcom so he thinks systematically and strategically.  Some good ideas in this presentation he made recently to a WordPress users' ... [Continue Reading]

Marketing. Remember to Water That Tree

An old proverb goes: "When is the best time to plant a shade tree? 20 years ago.  When is the second best time?  Now."  How true for your marketing efforts.  And,I might add, you need to water that tree every day. All the goodness that comes from a focused, content-based marketing program is ... [Continue Reading]

Quality, Quality, Quality. Your Marketing Content

I stumbled upon this white paper  while doing research on social media and realtors, which is an excellent example of effective marketing content.  It is carefully thought out, doesn’t try to sell, and positions the author as a subject matter expert.  If I were in the content aggregation business ... [Continue Reading]

Buyer Persona (non Grata)

Developing concise, accurate descriptions of your target buyers - a Buyer Persona - is a simple exercise that can help focus and align your marketing and sales efforts.  There is a whole organization dedicated to this process.  It is a great way to connect marketing with what sales team is seeing ... [Continue Reading]