Customer testimonials typically shorten sales cycles. Then why can it be so difficult to get salespeople to help generate case study leads? Just like the sales process itself, customer reference programs need a pipeline—and our experience shows that only 1 out of every 10 case
Get ready to gussy up what you do and make the right impression, thanks to tips in this week’s content marketing digest. You’ll read why dressing up for that big presentation helps audiences appreciate your content more, and why professionalism is critical for mastering the
Conducting an effective customer interview is an art—one that’s vital to producing a compelling success story. The interview offers opportunities to not only collect information but also generate project momentum and capture a story in the customer’s own words. Those words should be at the
I recently had lunch with a friend who manages the relationships between one of our clients and an important group of industry analysts. He described a ticklish challenge he’s facing this way: “All of these guys are smart, but not all of them can write.