martech insiders

The Sales Content Gap

Like a hotel bed with a short quilt, there is often a gap in a vendor content or product marketing strategy that can leave the prospective customer cold.

By Ian Truscott content marketing, product marketing

content marketing

How can the buyer trust you?

Trust in vendor content is down, but the buyers appetite for content is up, the challenge for marketing technology marketers is to bridge this gap.

By Ian Truscott content marketing

personas vendor advisory

Now is the time to review your personas

The pandemic is going to leave a lasting change in how we do business, and buyer behavior will change. Many executives we talk to are using this time to reset, change their processes, and B2B product marketers need to take this opportunity to review and adjust how they approach their buyers, this article shares some of those changes and what B2B marketers need to do to react.

By Ian Truscott personas, vendor advisory

content marketing vendor advisory

5 insiders tips for a great case study

According to research from the Content Marketing Institute, case studies are the highest performing content marketing for B2B technology marketers. However, many fall short of the mark, fail to deliver the insight the buyer is looking for, and are a lost opportunity. In this article, we share some tips for great vendor case studies.

By Ian Truscott content marketing, vendor advisory

analysts relations vendor advisory

10 insider tips for a successful analyst briefing

Despite the rise of B2B influencers, our increased ability to connect to buyers through social selling and content marketing, the big analyst firms, like Forrester, Gartner, and IDC are still hugely influential in shaping software categories and markets, especially in the risk-averse world of the big corporates.

By Ian Truscott analysts relations, vendor advisory

category-defintion vendor advisory

Be the hero of your category

Taking the time to define a brand story is necessary and fantastic, but changing the definition of a category, owning the story of the market in which you play is hugely powerful.

By Ian Truscott category-defintion, vendor advisory

insiders advisory personalization

Customer engagement is not just a website

The next wave of customer engagement is not about how wonderfully personalized our websites are, it’s going to be more than that. We need to learn the lessons of personalization and truly engage our consumers on the channel of their choice

By Ian Truscott insiders advisory, personalization