1. Customer Interviews for Marketing and Selling Content

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    At our recent sales and marketing breakfast we had an excellent conversation on customer — and video — interviews. As a result, I suspected that most B2B marketing professionals don’t have a successful framework for thinking about, much less acquiring, effective customer interviews for marketing and selling content. Follow on conversations with organizations large and small confirmed my suspicions. What’s the ‘Job’ of Recorded Customer Interviews? What do you call them? Success stories? Testimonials? Case studies?  What is the “come from” behind your approach? What is your primary intent? To have your customer tell your prospects things about you that you can’t (or shouldn’t) tell yourself? Or are you “coming from” a perspective of “helping buyers make effective buying decisions” by getting your customers to share insights that address specific buying questions — by role, issue, buying stage, solution alternative? What is the “job” recorded customer interviews are expected to do? How do these expectations differ...
  2. Improve Your Connect Rates

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    I continue to hear from sales people who still try to use email as a prospecting tool. I contend email is no longer a communication tool — especially when unsolicited — it’s primarily a delivery vehicle. Those who use marketing automation to track email open rates know it’s probably on the low end of 1% to 5%. Even if it’s “opened,” unsolicited emails might not be read, let alone have the message internalized. And this is what I mean by communication. In the email solicitations I receive I continually see “selling” in email messages. The objective of a prospecting communication must be to gain attention and to get a referral, meeting or conversation. Period. To accomplish this, the message must be compelling and relevant with a focus on the customer’s problems or opportunities. I know most people read emails on Blackberry and other portable devices. Therefore I have to write differently with...
  3. Don Hewitt and the New Producers

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    This summer Don Hewitt, creator and producer of 60 minutes died. For those of us in the communications business — most of us — there is a lot to learn from this man. Despite working with text from our youth, most of us don’t write very well. When it comes to graphics, animation, audio and video we truly have a long way to go. But these are the new tools for communication in our age, and we are the “new producers”. As business communicators, we must learn from “publishers” how to create quality content, quickly and affordably. Digital media and the web have raised the bar making us not just publishers, but broadcasters. Don Hewitt was the master of the broadcast world. I’d like to call your attention to this interview, and to several statements in particular that relate to web-based communication. A shorter segment is below.   Conversations at KCTS 9:...

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