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How Case Studies Engage Buyer's Emotions

Posted on September 19, 2014 at 2:45 PM Comments comments (12)

This is part 3 of my article, How to Shorten the B2B Sales Cycle with Case Studies. Read the full article here.


Engage Buyers’ Emotions


Advertising Mad Men recognized the emotional component of buying decisions over 50 years ago.


"Purchasing ...

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Speed Through Know, Like and Trust

Posted on August 27, 2014 at 11:25 AM Comments comments (0)

The second part of the article "How to Shorten the Sales Cycle with Case Studies addresses how case studies get prospects to Know, Like and Trust your company, all prerequisites to a purchase decision.


Moving prospects through “know, like and trust” to get to the purchase decision takes time and 7-13 touches, according to current marketing thought. B2B case studies speed up the process by addressing all t...

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Case Studies Optimize Content Marketing

Posted on August 21, 2014 at 7:50 PM Comments comments (0)

I've divided my article "How to Shorten the B2B Sales Cycle with Case Studies" into four digestible parts. Here's the first:


“Getting to yes” has changed since I piloted a direct sales force 15 years ago. Now it takes coaxing with content before a prospect will engage with you personally. Surprisingly, written case studies are still one of the...

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