“We need you to interview the VP of marketing at Zog Systems and write up a case study on how they use our software tools,” said the product manager. To me.
“But if you want a technical case study, why interview the VP of marketing?”
“He’s the interview we can get. Make it work.”
Now, don’t get me [...]
Do you use case studies in your marketing? Have you had good luck in creating them? Are they capturing eyeballs?
I’ll cut to the chase: Interviewing and writing up a customer success story or case study goes well when the customer contact is a clever person, and when the writer, if need be, can get a [...]
I’ve described white paper projects that don’t go well due to problems in the process of writing. Even with a flawless paper, the project can falter due to problems in publishing the paper.
Let it die on the vine – There is always a bit more work you need to do once the authors, reviewers and [...]
All that effort you’re plowing into your online marketing strategy? Time to think about it extra carefully, especially if your prospects are small-to-medium-size businesses (SMBs).
Research published by Bredin Business Information suggests that, while you and your e-marketing squad are employing newer and fancier bits to start conversations, your SMB targets may in fact prefer to [...]
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