Some of the cognitive principles we use in persuasive content depend on one profound fact. Human perception is, fundamentally, a collection of illusions. Continue reading
Is All SaaS becoming SaaSS (Software as a Self Service)?
Lockdown is pushing the B2C ecommerce model into B2B enterprise sales. Is XaaS becoming XaaSS? What are the marketing implications of that business model shift? And where will it lead next? Continue reading
This is Your Buyer’s Brain on Loss Aversion
When faced with uncertainty, people make decisions using a toolbox full of shortcuts borrowed from similar situations. When unusual conditions cause sales to freeze up, many marketers open the toolbox and find it empty.
That heightens their perceived uncertainty and risk. Many software vendors – perhaps your company is one of them – are leaning on fear and uncertainty to motivate buyers now. That’s a mistake. Behavioral economics explains why. Continue reading
Maslow and a Marketer Walk into a Bar: Behavioral Economics and B2B Marketing
Buyers make decisions they regret. Behavioral science explains why. Marketing can make it worse, or better. Continue reading
How to Maintain Software Prices during an Economic Downturn
Software buyers suddenly have more clout at the bargaining table. But that doesn’t mean B2B software suppliers have to give up profit. Here are six strategies for keeping your prices stable. Continue reading
On Writing Well
One of my favorite writing instructors turned me on to this book. I enjoyed reading it even more the third time, for reasons I will explain. Continue reading
3 Essential Criteria for B2B Content Marketing to Existing Customers
Customer Retention and Recurring Revenue Lessons from Experience
What’s your goal for investing in base marketing? Is it customer retention? Recurring revenue? In thinking back on marketing projects, I made a list of 12 high-level objectives I’ve encountered, each with numerous variations. They fall into the four broad categories of customer equity.
Where Content Marketing Works for B2B Customer Retention
Uncommon ideas to justify and fine-tune content marketing to existing customers
Marketing plays an important role in customer retention – creating loyal, repeat customers, the best kind for almost any business. Sales and marketing have done the hard work of winning the customer. Now, if we do a good job of retaining that customer we can reap the benefits. That is where content marketing comes in. Continue reading
New Report Reveals How to Write Webinar Headlines that Pull Registrations
Webinars can generate leads and drive customers through the pipeline – only if your audience clicks through and registers. Here are 5 hot tips for writing webinar headlines that get clicked. Continue reading