Double Shot: A B2B Marketing Blog

“Frame” your go-to-market message for a rich dialogue

In her book, ‘eMarketing Strategies for the Complex Sale’, Ardath Albee describes a persona as: “a composite sketch representative of the customer you serve”. It’s a method of focusing on a prospect or client – bringing them into the mind’s eye – when creating content or building up an e-dialogue for lead generation and inbound...
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Facts, Figures and Features – Are These the Best Way to Sell?

You’re driving down a deserted road when your car hits a pothole and the engine cuts out. The car slowly rolls to a halt by the side of the road. You’re alone, there’s no cell phone reception and there’s no building for miles. You have the choice of trying to fix the problem or sitting...
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