You’ve started a customer reference program, and found the perfect customer to feature. The draft has been through all your organization’s approval layers. After the customer approves the draft, it’s ready for publication. Approval should be a breeze. A day or two seems reasonable, doesn’t it? After all, the customer did agree to participate. Actually, [...]
Author Archive: Lauren
Five Ways to Find Great Case Study Prospects
Starting (or reviving) a B2B customer case study program is often easier than keeping one going. You know two or three perfect customers, and they’re eager to help. You and your case study writing team breeze through the interview, drafts, and approval process. It’s awesome. The boss is thrilled. Your new BFFs in the field [...]
How to Write a Great Voiceover
No question about it: video and animations are hotter than ever. You can post them on your site to highlight a product or service—or use them on YouTube and other social sites to connect with customers. And with the advent of smart phones with decent video cameras, it’s never been easier to make a quick [...]
Start Up a Customer Reference Program
Read our blog post for our friends at Crowded Ocean and learn the five essential contributors to success that can make customer reference programs for emerging companies more effective.
Wow! Where’d You Get That Cool Marcomm Asset?
Flash. Podcasts. iPDFs. Videos. These B2B marcomm asset trends (and emerging trends) can add some serious “oomph” to your messaging.
Keep Your Favorite Assets Evergreen
A recent B2B copywriting project began with our client sending me an array of white papers, case studies, and brochures as background material. She called particular attention to one white paper as a great benefits overview. Indeed, the paper does provide a very clear explanation of the value of a complex product. As the copywriters, [...]
Conference Networking Tips
Whether you love them or hate them, multiday conferences present a huge array of competing opportunities. You can attend interesting sessions all day, fill your schedule with private client meetings, or focus on building stronger ties with marcomm colleagues you rarely see. Or you can just wander around making new connections with people. That’s what I usually do. In fact, that’s why I go to conferences.
A Little SEO Goes a Long Way
While doing research, I found myself perusing the websites of a number of B2B startups. Some sites were lovely, well written, and easy to navigate. Many weren’t. That didn’t surprise me. Some early stage startups aren’t ready to invest in a slick website and professional copywriting. But what did surprise me was how many startups [...]
How to Write a Great Sales Playbook
Like cars and movie stars, different types of marcomm assets fall into and out of fashion. Really long white papers? They’re so Hummer. Customer case studies? A perennial favorite, like Harrison Ford. Sales playbooks? Very hot at the moment. Why? In a tough economy, it’s only natural that smart marketers are placing more emphasis on [...]
