Profiting from White Papers

If you are a B2B marketer trying to generate leads or facilitate the sales process, then you should probably be actively investing in white papers. Research from such sources as Marketing Sherpa and SiriusDecisions suggests that white papers are one of the most...

Transparency on Trial

In today’s environment, the mere threat of an embarrassing lawsuit or the public release of potentially damaging charges  — regardless of veracity — can throw management off its game for months, even years. As a result, CEOs of public corporations...

Who Do Your Prospects Trust?

Technology buyers don’t trust sellers. In a recent study of business technology buyers, SiriusDecisions found that the most trusted sources are analysts, peers and trade publications. Vendors and their partners/resellers, by contrast, finished low in the...

Content, Evangelism & Touchpoints

In its new benchmarking report on business technology marketing, Marketing Sherpa offers some insightful perspectives to help us cut through the noise, hype and distractions now assaulting the marketing profession. What the research suggests is that sales cycles are...

Valuing Customer Capital

The most valuable asset a growing company can possess is a portfolio of enthusiastic and successful customers. This “customer capital” represents an opportunity to build market credibility, gain media exposure and analyst influence, attract new clientele...