New Business Insights From the Front Lines

Another reason case studies are high value content

… and should receive high level attention in your content strategy There’s little doubt that client case studies can play an important role in converting and winning new business. According to the recent 2014 Benchmark Report on B2B Content Marketing and Lead Generation from Starfleet Media, case studies/client success stories top the list of content […]

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Less is more ONLY if the less really is more

In a recent blog post titled “Is less really more?” I write about “The Law of Least Effort” and Daniel Kahneman’s contention that intuition overrides rationale. Kahneman, the Nobel Prize winner in Economic Sciences and author of “Thinking, Fast and Slow” writes, “If there are several ways of achieving the same goal, people will eventually […]

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Why isn’t your own marketing “customer-centric?”

With so much focus these days on inbound marketing and content marketing, the demand for messaging and content that more effectively engages and nurtures customers continues to be front and center. It’s not that this hasn’t always been important, but as you know, customers now wield so much more control when it comes to buying […]

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How to get unstuck and generate bigger results

Face it, we all get stuck. It happens in both our personal and professional lives, individually and collectively. It could happen in the middle of implementing your ad agency’s content marketing strategy, finishing an important new business proposal or simply getting started on a blog post that you’ve been thinking about writing but can’t seem […]

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Why the heck aren’t you researching your own clients?

After all, you wouldn’t advise clients about their marketing without good customer insights, would you? Here are 2 important reasons to start Protect and improve client relationships Strengthen marketing and business development Client retention insurance I met with a PR firm sometime back that had just been blindsided by the news that their cornerstone client […]

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Is less really more?

It is when you consider that the brain tends to be a lazy decision maker. The concept of “less is more” is anything but new. It’s been talked about for years. While I strongly believe in it’s value, (it’s on my Top 10 Guidelines to Attract Prospects), I recognize that it’s one of those concepts […]

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Re-purpose content to better perform through your sales cycle

Re-purposed content can better connect and accelerate new business Re-purposing content probably isn’t a new concept to you. I’m guessing you’re doing it to some extent already, whether it’s a blog post, research, etc. After all, it can benefit your content marketing strategy in a number of important ways. Arnie Kuenn, president of Vertical Measures […]

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3 reasons why your client case studies fall on deaf ears

I hear lots of talk these days about developing client case studies. That’s good news. The right story(s) shared with the right prospects can be great ammunition for your new business effort at a variety of points in the sales cycle, from “hello” to close. They allow you to potentially connect with prospective clients in […]

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