How to Unlock Brilliant Insights from Subject Matter Experts During my time in high-tech corporate marketing, I often needed to interview product managers or engineers in order to create messaging documents, white papers, and more. What I quickly realized was...
Are you using email campaigns to nurture your prospects until they’re ready to buy? Campaigns that are created with thoughtful care can have great results. Here are the six steps a client and I used to devise a very successful email campaign that resulted in...
This post is the first of a three-part series describing five steps to help you tame the content beast with consistency and purpose. I’ll begin with steps 1 and 2 by focusing on your buyer’s perspective and your organization’s existing content arsenal. Step 1: Find...
This month, I shift my focus to the topic of thoughtful planning with Steps 3 and 4. By building an editorial calendar and maximizing the scalability of new or existing content, you will save time and optimize buyer impact with steady precision. Step 3: Create an...
To meet deadlines and creativity challenges, it’s imperative to leverage existing expertise and to work back from sales and buying cycles. In Step 5, I discuss content ideas to save time and maximize customer impact. Step 5: Borrow/Ask/Steal for Content Ideas The...
Many of my clients ask me to take long papers and research reports and turn them into something more “bite-size” for demand generation purposes. The challenge with longer reports is that, although they’re filled with loads of interesting information and data points,...
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