Focus on the things that don’t change.
I love this quote from Amazon founder Jeff Bezos.
Now, I don’t usually like to throw around inspirational simplisms from famous business leaders on social media, but this quote really hits home for me.
We always seem to be looking for shortcuts to success, the next big thing in social media, the one thing that will disrupt the marketing industry, the innovation that leads to immediate growth…
When Bezos dropped this quote, he meant he was focusing on the basics: low prices, fast delivery, an enjoyable user experience. All that won’t change within 10 years, no matter how many trends will have passed along by then.
Now, I am going to shamelessly use the Bezos quote for my message.
You know what doesn’t change in B2B marketing?
Freaking good content doesn’t change.
Valuable, relevant and enjoyable content does not change.
Especially in B2B industries, educational content is one of the most effective ways to move your audience through the marketing funnel and to support your sales team during the sales process.
B2B sales people need content to help them explain the problem that the customer is facing and the solution they are offering. They need tools to show that their company is a trusted brand to do business with. Customers need to be convinced that the product will work for them.
Good content can do all that.
In B2B marketing, there is one constant that keeps popping up in the chart of most popular content types. It’s a content type that comes with many names:
- Case study
- Success story
- Customer story
- Application story
Whatever you like to call them, success stories or case studies are real stories from satisfied customers that talk about the benefits of a product or service.
Customer stories work.
I’m not saying this alone. Big names like the Content Marketing Institute, MarketingProfs or Weidert Group are saying this. Customer stories help sales teams shorten the sales cycle. And they help to cross-sell and up-sell.
Are case studies the sexiest thing in B2B marketing? Not really. Are they effective? Hell yes!
But the truth is, a lot of companies don’t like to create them. Or have a hard time creating them.
Because their case studies:
- Don’t convert into sales.
- Take ages to create.
- Don’t get approved by their customers.
- Give them a bad impression with their customers.
The good news?
I created a training course that will help you avoid all of the above.
More specifically, I can help you:
- Find customers that will happily share their story with you.
- Go from customer interview to story approval in a fraction of your current lead time.
- Conduct interviews like a pro.
- Use storytelling techniques that convert skeptical buyers into customers.
- Get approval from your customer, and turn a no into a yes.
- Unlock new sales opportunities with your stories.
- Get picked up by the media.
- Repeat your customer story success over and over again.
If you are not using case studies or customer stories to grow your business yet, you’re missing out on a big opportunity. My training will show you exactly how to do it.
Want to know when it launches? Then drop me an email today.
Let others focus on the next big thing. You just focus on what doesn’t change. Focus on content that helps your sales team to close the deal.