How does a company get to the front of the pack in the competitive world of cybersecurity? That was the content marketing challenge for SecureWorks. To meet that challenge, their marketing team created a series of nuanced buyer personas which reflected the needs and pain points of key decision makers, like VPs of security, CEOs and other top executives.
They engaged decision makers with a host of educational resources in the form of case studies, solution briefs and videos. These companies succeeded by creatively pushing the envelope, but also by understanding their audience and delivering content that met their needs and solved their problems.
Sign in. Get started. Strategic Content Marketing. Frizbee Follow. Here are 5 B2B brands that took content marketing to the next level through innovation and creativity: 1. Lenovo Lenovo sells computer technology and wanted to increase brand awareness. LeadPages LeadPages designs and sells mobile-optimised landing page templates. SecureWorks How does a company get to the front of the pack in the competitive world of cybersecurity?
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Conclusion These companies succeeded by creatively pushing the envelope, but also by understanding their audience and delivering content that met their needs and solved their problems. Strategic Content Marketing Content marketing strategy magazine for businesses. Strategic Content Marketing Follow.
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Content marketing strategy magazine for businesses. Write the first response. Discover Medium. Make Medium yours. Become a member. Quantifiable, well-presented customer case studies are how business-to-business B2B companies prove their solution works. And what does a great B2B case study come down to? A compelling customer story that demonstrates the success of your product or service, and makes others want to buy.
But now we get to the reality, which is that finding and producing effective B2B customer case studies is challenging for marketing teams. Customers are busy, they might be unhappy with your company, or they simply might not be ready to share their story. However, great case studies can be created! The stages of case study development will look different at every B2B company, depending on your role, the software you use, and your customers. But we hope organizing the process like this helps you think through the steps at your own company.
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Rely on your internal contacts. Customer success managers, sales and marketing teams, anyone in a customer-facing role like implementation, onboarding, or services can help you understand where your customers are in their journey. Their insight can help you prioritize your time and reach out to customers at the right time for a higher chance of success. They can also suggest the best customer contact to speak with. Read your online community digests faithfully.
As you peruse discussion posts, see which names keep popping up. Are their comments favorable or unfavorable to your product? Do they deflect support tickets for you by answering questions?
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Do they openly praise or defend your company on the community? You can find great case study leads by staying engaged and in tune with your community. Keep track of your comprehensive company outreach. Often you can track this by leaving a note or adding an activity in your CRM. Prioritize your leads. This is where internal communication is critical. All that said, any opportunity you have to interview a happy customer and produce a quote is a win and well worth the brief time it takes to check in.
Now, on to the interview tips…. Ask for a call, then follow up. If you were able to connect with any internal contacts see 1 , they might be able to introduce you to the customer contact.
How to Write B2B Case Studies: A Practical Guide - DevriX
Use your best judgment about how many times to follow up. Check with your internal contact to see if they have any additional information from them about why the customer might not be responding. Don't forget: Return the favor to other department teams and note when you contacted the customer in your CRM, so that others in the company are aware. Ask open-ended questions.
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Your customers are sharing their story with you, so that you can help them tell it to the world. Your questions should empower them to tell their story in a genuine way rather than come off as prodding for specific answers. Make it all about them. Ask questions that will help you tell a story and support your content marketing strategy. For example:. Even though you might be focusing on storytelling in your content marketing strategy, you'll want numbers to back up your points and prove to prospects that an investment in your product is worth it.
Follow up with next steps. Let them know what the next step will be and when they can expect it if there is one.
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