collateral

I want a digital marketing campaign: what do I need and when can I get it?

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Selling complex tech is always loaded with uncertainty, but some things are constant. One is that your first step has to be catching someone’s interest. The best start is to tell a potential customer what you do and then ask for a sale. If that doesn’t work, tell them something else cool about you and … Read more

Where is that collateral taking your customers? And your company?

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We’ve been hearing a lot lately about the “buyer’s journey.” But in B2B marketing, the journey is not entirely about buyers. It’s also about the company reaching them. And about the communications vehicles for the trip. The concept of buyer’s journey describes the path from awareness of a need, to consideration of options, to the … Read more