Author: Lauren

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Play Nice: Write the Perfect B2B Sales Playbook for Partners

Wednesday, August 17th, 2016 by Lauren Gudath

If you sell B2B products through partner channels, a sales playbook just might become the most effective marketing asset in your arsenal. That’s because a good playbook gets partners talking about your products directly with their customers. Some playbooks are massive tomes focused on product details and corresponding messaging. Chances are, your partners will find […]

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How to Pick a Word Count for B2B Content Marketing Blog Posts

Thursday, March 10th, 2016 by Lauren Gudath

What’s the ideal word count for a blog post that supports your company’s B2B content marketing program? Search the web and you’ll find plenty of advice about word counts. I just did a quick search and found reasonable recommendations for everything from 500 words to 1,600-2,000 words. That’s pretty broad. There is no one ideal, […]

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Yes, PPM Design Really Matters

Monday, September 29th, 2014 by Lauren Gudath

Does PPM design really matter? Absolutely. Read this post to learn the basics of good design for this vital document, plus a few other strategies to help make your PPM stand out.

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The Secret to Writing Better PPMs: Go Formal

Wednesday, July 9th, 2014 by Lauren Gudath

Writing a venture capital or private equity PPM? Embrace the formality of the process. Learn how doing so can help you create a better private placement memorandum and save you time.

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How to Create a Great B2B eBook

Wednesday, February 12th, 2014 by Lauren Gudath

B2B eBooks are in vogue–and starting to replace longer B2B marketing white papers. (I haven’t written a white paper of more than eight pages in ages.) Are marketers just calling “white papers” eBooks? Maybe. Is there anything wrong with that? Yes and no. Readers may have more patience with an eBook than a white paper. […]

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Three Tips for Marketing Article Writing

Monday, July 22nd, 2013 by Lauren Gudath

No matter what type of B2B marketing article you need—an executive byline, a thought leadership blog post, or a customer case study article for a newsletter—you want to attract readers and keep them reading to the end. Of course, your article should convey your message, but what good is it if no one reads more […]

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Case Study Approvals—Without the Hassle

Monday, March 18th, 2013 by Lauren Gudath

You’ve started a customer reference program, and found the perfect customer to feature. The draft has been through all your organization’s approval layers. After the customer approves the draft, it’s ready for publication. Approval should be a breeze. A day or two seems reasonable, doesn’t it? After all, the customer did agree to participate. Actually, […]

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Five Ways to Find Great Case Study Prospects

Thursday, August 30th, 2012 by Lauren Gudath

Starting (or reviving) a B2B customer case study program is often easier than keeping one going. You know two or three perfect customers, and they’re eager to help. You and your case study writing team breeze through the interview, drafts, and approval process. It’s awesome. The boss is thrilled. Your new BFFs in the field […]

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How to Write a Great Voiceover

Friday, November 18th, 2011 by Lauren Gudath

No question about it: video and animations are hotter than ever. You can post them on your site to highlight a product or service—or use them on YouTube and other social sites to connect with customers. And with the advent of smart phones with decent video cameras, it’s never been easier to make a quick […]

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Start Up a Customer Reference Program

Tuesday, October 18th, 2011 by Lauren Gudath

Read our blog post for our friends at Crowded Ocean and learn the five essential contributors to success that can make customer reference programs for emerging companies more effective.

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