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. Pre-produce content so it’s there when you need it (like when the Earth shakes)

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    Yesterday’s earthquake presented one of our customers with an example of the importance and impact of creating and managing modular video assets. We work with our customers to help them create content like publishers in order to accelerate their customers’ buying process, and one of the key fundamentals is pre-producing content across a variety of topics (not to mention – roles, buying stages, industry and other factors), so that “it’s ready when you need it.” Our customer Building Engines is a software-as-a-service for managing real estate operations. Natural disasters such as an earthquake have significant ramifications for a building manager including the need to notify and update tenants across multiple communications channels, track and manage these communications, and for operations staff to file incident reports. With the news of the earthquake reverberating on Tuesday, Building Engines was able to leverage their content to contribute to the conversation, share and generate attention. As background, we...

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