In the subscription economy, marketers must dedicate time and energy to nurturing their current customers. If you sell using a subscription model, then your future revenues depend heavily on the success and loyalty of your current customers. The potential payback for marketing to those customers is huge. It sounds both simple and obvious. Yet in many businesses, […]
lead nurturing
How to ask a writer for a white paper
I love it when a client asks me to write a white paper. But I am even happier when we both understand exactly what kind of white paper they want. There are as many different types of white papers as there are buyers and products. I wrote about this a while ago: When is a […]
When is a white paper not a white paper?
Answer: When it’s a lure. Or a filter. Or a score. After years of writing white papers for tech companies, I’ve started looking at them through a different lens. I’ve always thought of white papers as part of the sales cycle – moving prospects toward a successful sales results. Now I have started thinking of […]
