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Sixty-Second Summary

Printed collaterals are not obsolete and digital materials don’t always have the engagement you’re looking for. How do you determine your needs for trade show season?

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Sixty-Second Summary

Email remains a powerhouse strategy for B2B tech companies like . How do you best utilize email in the age of text, app notifications, and social media?

The same technologies that drive the latest mobile and desktop advances can be applied to your email efforts including:

  • The Power of Plain Text
    • Sometimes, simplicity cuts through all of the clutter and puts your message front and center. Plain text can bypass tools designed to block email. Plain text can disarm end user when they click to open.
  • Personalization
    • Reading your name, , is still powerful and meaningful. A well-timed personalization draws your readers in. But beware, use personalization in your emails like a trained chef uses seasoning — just the right amount to enhance the experience.
  • Automation
    • Don’t avoid automation because of the upfront time investment. Automation can touch, inform, and move your audience deeper in your process.
  • Video
    • We live in a video world. YouTube reaches more 18- to 49-year-olds than any single cable network. Video is attractive, highly shared, easily consumable, and preferred.

Don’t remain tethered to your email techniques because they are easy, familiar, or quick to implement.

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Mark Andreessen once wrote, “The only thing that matters is product/market fit… Whenever you see a successful startup, you see one that has reached product market fit.”

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It’s almost like Yoda is saying, “Questions they have. Answers you must provide.”

You have two different audiences for your company — your funding source and your potential customers. If you’re a SaaS company preparing for a product launch, how many investors do you have now? How many do you need? Make your first priority shaping your conversation with investors and gaining their confidence.

Investors are listening for cues that your company is gaining traction in the marketplace, and has a fast-track growth plan. They’re looking for companies to invest in: the market value for SaaS products is $116 billion worldwide, and asset prices for all companies are at an all-time high, according to a recent report from Bain Company. Private equity firms (PE) are especially challenged to find the right investment at the right price, amid stiff competition from other PE and non-PE investment sources. With demand for companies to invest in high, and the number of attractive targets low, investors aren’t just looking for deals; they’re looking for the right ones. Here’s how to polish the apple for your company, and bring investment partners onboard as full-fledged brand ambassadors.

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Your clients know they have a problem. Your sales deck must show them you truly understand their problem and that you have a proven solution.

Often, by the time your sales team wins the opportunity to deliver an in-person presentation the customer has weeded through a number of potential solutions and settled on a select few worthy of a hearing. They may have even reached a strong preliminary conclusion and are just wanting to demonstrate diligence. This is the moment it all has to come together.

Think about the last time you were on the buying end of a sales pitch. Were you completely engaged, eager to buy the product, ready to invite the salesperson over for dinner?

Probably not. Most likely, you were watching the clock, scrutinizing the presenter, and reading the slides. What was the point of taking the sales meeting in the first place?

The hard part of marketing is putting the focus on the customer. According to HubSpot, you’ll have 8.2 customers involved in the decision process. Ideally, you’ll get them all in the same room at the same time for your presentation — and your sales deck will need to speak to of each one of them.

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Ah, the mystery of rankings. High rankings — in Google, Yahoo, and Bing — mean your potential clients can easily find you online. You know rankings are important, but how do you get there? And, what does SEO have to do with it?

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Ever started a writing project only to find yourself staring at the blinking cursor, wondering why you decided to write in the first place? Perhaps you’re a fiddler instead. You know, the person who organizes desk drawers, or groups their markers according to the colors of the rainbow, or anything else to keep your hands busy rather than on your keyboard.

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Before Neil Armstrong uttered his immortal “That’s one small step for a man,” as he became the first person to set foot on the moon, there was another NASA moon mission. Apollo 10, though overshadowed by the moon-breaking feat of Apollo 11, was perhaps an even more heroic story that impart lessons on marketing, technology and life.

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This is part one of a two-part series on creating better content for your B2B tech company. In this article, we address the two major factors you must consider before you write and publish a word. In part two, we will go in depth about maintaining a successful calendar.

“Creativity doesn’t flourish in a process.”

What a lie.

I believed that lie for too long. That lie was my mantra in my early 20s. I was producing a daily, pre-recorded radio talkshow. Experts in the business for more years than I had been alive urged me to put 20 episodes “in the can” and get ahead. At 23, I kicked at the goads but strove to be a team player. Boy, am I glad.

I learned my lesson in nine grueling and sometimes painful months, and emerged with a new mantra:

Process gives room for creativity to grow.

Have you ever stood next to a machine and felt static electricity, seen sparks fly, or felt the wind generated by the moving parts? These machines work as they are designed to operate, but give off excess energy. The same thing happens with a solid process.

When it comes to the content goals for your B2B company, your content calendar produces the most energy which can be spent in extra time to go deeper on a topic, extra bandwidth to create more graphics or supporting content, or the ability to take a deep breath and recover before moving forward.

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Keeping customers is the most cost-effective way for B2B companies like yours to grow and thrive. A mere 5% increase in retention can increase company revenue by 25-95%. Your company’s efforts to retain customers should include the marketing team throughout the customer journey.

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