Category: Collateral and Sales Tools

I Wish Marketing Content Were Read on a Kindle

Marketing Automation Management software from companies like Eloqua, Hubspot and Marketo has brought us tremendous insights into content.  We can now tell how many times a particular white paper, case study or brochure was downloaded.  And in many cases we can tell exactly who is reading it (When users register before downloading the content).   We can view statistics about the demographics…

How PowerPoint Slides are Like Friends Episodes

I wasn’t the biggest fan of the show Friends.  After the first two seasons I thought both the humor and plots of the episodes became predictable and routine.  However, it is hard to argue that Friends did not have a significant impact on American culture.  I remember people walking around in the late 1990s emulating Joey’s famous “How you doing?”…

How to Write Features & Benefit Statements for a Product Brochure

In my last post, I explained how product brochures continue to remain relevant in today’s technology marketing portfolio.  Yes, that’s right – I said product brochures.  Although these documents might seem to be an anachronism in this age of social media, I have found that during the late stages of a sales cycle customers continued to require a document that…

Nobody Wants to Read a Product Brochure

Product-centric marketing is out-of-favor these days and for good reason.  Increasingly we have heard buyers telling vendors that they don’t want to hear about their products.  Instead, they want to hear about the benefits that vendor’s products can provide to them.   The change in approach has implications not only for messaging and positioning but also for sales tools and marketing…