Finding Fascinating Customer Stories
Stories from your existing customers can help you get new ones. In a previous post, we explained why customer-based, peer-to-peer content is exceptionally engaging for owners of small and midsize…
Customer Centric Companies Produce Real Results
You’re not customer-centric if you can’t answer YES to these 2 questions The benefits of customer-centric marketing and selling have long been apparent in the B2C world. While some B2B…
SMB-Minded: SMBs Cope with Adversity (It’s Not All Roses)
Knowing your SMB customers means realizing the challenges they face. For some reason, people like to confide in me. When I was the editor and publisher of The New York…
Abandon Marketing as You’ve Known It?
Build your own audience (and bypass the middlemen) to reach SMB buyers. Sixty years ago, business guru Peter Drucker described the purpose of business as “to create and keep a…
6 Reasons not to treat SMBs like enterprise customers (or consumers)
SMBs are different. Your content needs to be just for them. Where do brands go to expand beyond the consumer or enterprise markets? Easy…small and midsize businesses, of course! There…
Are You Jeopardizing Trust With Your SMB Audience?
“Sales is the transfer of trust.“–Jack Daly, international sales guru. Said another way, when you have earned trust, selling something gets a lot easier. When you don’t have trust, or…
Why Your Content Matters as Much as Your Product
Four things you must do to spark a relationship with a prospect before they consider buying from you. Did you know… 59% of buyers prefer to do research online…
Does Your Content Improve or Diminish Your Customer Experience? Answer 7 Questions to Find Out
It’s commonplace for most of the initial interaction between customers and your brand to happen without human contact. Potential customers are typically well down the buyer’s journey before they actually…