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Customer Conversations

empathy in b2b marketing - put yourself in the buyers' shoes
Customer Conversations
September 26, 2018

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?
by L.N.
go to market resources
Customer Conversations
May 15, 2018

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.
by L.N.
Customer Conversations
January 12, 2018

How to generate content from customer interviews

We often write about using customer interviews as a valuable resource for content generation.
by Jason (Contributor)
Customer Conversations
October 26, 2017

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...
by L.N.
Customer Conversations
May 16, 2017

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...
by L.N.
Customer Conversations
January 13, 2017

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,...
by L.N.
Customer Conversations
August 4, 2016

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...
by L.N.

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