Learning Empathy in B2B Marketing
If we’re all in agreement about empathy in B2B marketing, then how come buyers aren’t falling over themselves to buy from us?
L.N.
Customer Conversations
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.
How to generate content from customer interviews
We often write about using customer interviews as a valuable resource for content generation.
Jason (Contributor)
The Buyer Conversation Comes First
Every piece of B2B content we write starts with the buyer conversation. Case studies, articles, ebooks, long-form guides, white papers, even blog posts, video scripts and...
L.N.
Pitfalls of Case Studies: The Customer Interview
If you’re a B2B writer or marketer who develops customer case studies, then chances are you conduct conversational interviews with customers (and not interrogations) to get...
L.N.
A.I.’s Great, but Customer Conversations Need People, Too
If you to want to market to a demographic, then relegate your listening to an algorithm. If you want to reach humans, then talk to some of them. Have some good, old, analog,...
L.N.
Fuel a Library of Content with One Customer Interview
The list is growing ever shorter of marketers and content writers who don’t tap into the most valuable source of content insight available: discussions with...
L.N.