Learning Empathy in B2B Writing
If we’re all in agreement about empathy in B2B writing, then how come buyers aren’t falling over themselves to act on our content?
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Take scenic route: the path from sales to product marketing
It’s happened half a dozen times in my dozen-plus years of PMM: someone transitions jobs from Sales to product marketing.
L.N. 
Why a great Go-to-Market is better than a great product
A mediocre product with a great go-to-market foundation will always do better than a great product without one. More people read Quora than read this blog, I recently...
L.N. 
Hey, Romeo! Bad-fit customers will be the death of you.
A marketer’s interpretation of the classic bad-fit customer tale. Hey, Romeo. Ben here. Listen. I’ve signed us up to scope out this conference later tonight. My buddy Pete...
L.N. 
Great product, high churn rates? It’s your go-to-market messaging
Don’t throw more even more features into your enterprise SaaS. Preventing high churn rates is something you can do in go-to-market messaging — even before the first purchase.
L.N. 
How to become a B2B writer, from someone who didn’t start out as one either
TL;DR: an English (or other) degree alone won’t prepare you to become a B2B writer. But gaining the right skills and experience will.
L.N. 
Sales Enablement Conferences: Which one is right for you?
August might be slow season in some industries. But lately, it’s the time of year when my inbox overflows with invitations to sales enablement conferences.
L.N. 
B2B case studies: word of mouth marketing
Year after year, B2B executives and buyers are surveyed about the techniques most effective in influencing their purchases.
L.N. 
Competitive positioning refresh using SWOT
Has it been a while since you’ve tuned your competitive positioning relative to others in your market? Time to prime the competitive tool of choice—a SWOT analysis.
L.N. 
B2B customer conversations: don’t leave them to chance
B2B customer conversations should be given documentary-level importance, but too often, marketers spend valuable interview time being stenographers instead.
L.N.