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Customers today have access to more information than ever, which means you and your clients need to be experts on your product. Matt DiPaulo, Castrol’s Channel Marketing Manager, is constantly challenged with educating the shops who use Castrol oil, as well as the prospects who may not understand the value Castrol oil…Continue
When your key product has such a wide range of benefits, marketing can become a challenge. Not that a great product is more difficult to sell, but because a diverse customer base means a diverse range of needs, these segments must often be addressed in different ways. Even if your product would help the customer in question, how are they supposed to figure that out if you’re pitching them on benefits that don’t apply to their needs?
If there’s one company that excels in this area of…Continue
Sales and marketing change quickly these days. The strategies and tactics that seemed cutting-edge only yesterday seem to have become obsolete overnight. At the core of every successful and resilient strategy though lies a timeless concept: the importance of building trust. Why is trust so important to grow a successful business? How do you build trust with customers? Why are there so often gaps between how you view your trustworthiness, and how you customers do? Read on to find…Continue
As a marketer or decision maker in your company, you’d love to find a lucky break. Something your competitors aren’t taking advantage of. So what if there were a platform hiding in plain sight, broadly overlooked within your industry? Here’s the thing: there is.
To examine this situation, let’s meet Jeff. Jeff is a B2B marketer at Hypothetical Business Corporation of America (HBCA). Like nearly two out of three marketers these days,…Continue
Marketing your business these days may seem less straightforward than the TV ads of the past, but that doesn’t mean it can’t be easy. In fact, with the right mix of video content you can attract customers more effectively and more economically than ever before. Read on to learn the best ways to use video content in your marketing.
1. Ads on Social Media
As we covered in…Continue