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Stephanie Tilton
Greater Boston
I help B2B companies produce case studies and white papers that propel prospects further along in the buying cycle.
Recent Activity
This should work: http://www.executiveboard.com/exbd-resources/content/b2b-emotion/index.html
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Terrific post, Ardath! The Fortune Knowledge Group and your thoughts dovetail nicely with findings in the report published last year by The Corporate Executive Board and Google, From Promotion to Emotion: Connecting B2B Customers to Brands (http://www.executiveboard.com/exbd-resources/content/b2b-emotion/pdf/promotion-emotion-whitepaper-full.pdf). The report is well worth a read but here are two salient excerpts: "Contrary to conventional wisdom, purchase intent does not increase as buyers get closer to purchase. Although buyers report high levels of brand engagement and purchase intent when they initiate the purchase process, their excitement wanes over time." "Suppliers use emotion to catch buyers’ attention early on, but they switch to rational, business value-oriented messages in the nurturing phases (i.e., when buyer enthusiasm dips) and only provide a personal touch at the end of the process—typically through sales interactions (i.e., when buyer enthusiasm jumps again)." These reports certainly highlight a huge opportunity for B2B marketers to infuse their content with more emotion.
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April, While more akin to an open-source offering, the Spiceworks (www.spiceworks.com) model is worth studying. The company offers an ad-supported IT management application for SMBs (i.e., it's free to users). And it seems to have quickly built up a passionate community of 700,000 users. Even companies that charge for their products can learn from one interesting Spiceworks' element: its latest version "integrates with Twitter and allows users to turn Windows events into social media alerts for collaborative problem-solving and to share real-time SMB IT trends with the world’s largest network of IT professionals." Let's face it - IT professionals value their peers' perspectives and insights. But visiting an online forum is not always practical. Why not embed functionality directly within your product that facilitates community interaction? Thanks for another thought-provoking post! Best, Stephanie
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