Most case studies are forgettable. 

“Client X had a problem. We applied our solution. Here are the results.”

No texture. No tension. No human moments.

Just a sanitized (and boring) success story.

What’s missing?

• The real stakes of the problem

• The messy middle—where doubt, conflict,

  ...

Let’s talk about the uncomfortable truth no one wants to say out loud: B2B buyers don’t actually want to talk to you — at least, not at first. Instead, they’re outsourcing their homework to AI-powered research tools. And guess what? AI doesn’t have feelings. It doesn’t care about your pitch deck, yo...

Hey, there’s a new gatekeeper in the B2B buying process. It’s AI.

AI isn’t just informing the buying process. It’s guiding it. Are AI-assisted buyers finding your content?

Buyers today aren't just casually using AI. They're increasingly delegating their research to it. 

A Real-World AI-Assisted B...

“We’re spending $8,500 a month on ads. But the leads are too small and not ideal fits. We need a better way to attract prospects.” A friend shared this over coffee recently.

“Are you publishing thought leadership?” I asked. “Not really. I know we should be. I know it’s important for our marketing s...

If you run a business or are in sales, you’ve undoubtedly heard about the value of consistently posting on LinkedIn.

Consistently publishing helpful content on LinkedIn as well as on blogs, videos, social media, and email is essential for attracting your ideal audience and getting them to engage. I...

Creating targeted content for a specific audience makes a huge difference in marketing results.

Last week, an Acumatica partner asked me why they’re not attracting Acumatica leads. They hired a marketing agency to write weekly blog posts and promote them via social media. But the traffic to t...

My last article for ERP VARs about leapfrogging your competition showed you how to figure out your unique value proposition. It is based on your unique business strategy, your ideal customer profile, your revenue strategy and the skills of your team. Now let’s talk about how to maximize your value a...

ERP VARs - if you develop a solid go-to-market strategy, you can leapfrog your competition and speed up the growth and profitability of your business.

As an ERP reseller, you have hundreds of competitors all selling similar products. The competition is fierce. With so many VARs (value added re...

About 4 years ago, a 50-person global financial services technology firm that provides cross-asset market access came to PropelGrowth for help developing and executing an integrated marketing strategy. This is their story.

Selling Technology to Financial Services Firms

This company was founded in ...

A few weeks ago, I wrote about how content marketing seems to be slipping into the “Trough of Disillusionment.” This is the second installment in that series. Unless marketers are compulsively customer-centric, they'll continue to struggle.

As I mentioned in the last article, a key reason for the d...

Financial technology marketers are steadily improving at creating awareness-stage marketing content. Many who were once verbose and blustery are now producing more customer-centric thought leadership. The white papers, blogs and articles they produce today provide substantially more value to the aud...

Marketers can't always get access to enough customers for buyer persona research. But all is not lost. Here are three other interview sources that give even better insights to help you flesh out your buyer personas.

Recently, one of our subscribers mentioned that he has difficulty getting...