by Fronetics | Aug 26, 2014 | Blog, Content Marketing, Marketing, Strategy
A 2013 survey of B2B marketers by LinkedIn found that when it comes to lead generation, customer testimonials and case studies are considered the two most effective content marketing tactics. Why are customer testimonials and case studies so effective? Because they are content that is valued and trusted by B2B buyers.
How can you write a B2B case study that generates leads?
Here are five elements of an effective case study.
- A case study is a story. Case studies that read like a story succeed. Case studies that are written, for example, as a sales pitch fall flat and fail to attract and engage prospective buyers.
- Case studies are not a sales pitch. Inform and educate through the sales pitch, but do not “sell.” An effective case study will generate new customers and sales.
- Prospective buyers turn to case studies for concrete examples. Make it easy for the reader to obtain the information desired. Bullet points, quotes, and lists are all examples of how you can deliver the highlights.
- Keep it short and sweet. A case study should provide the prospective buyer with enough information, but should not go into the minutia.
- Include these three components: the challenge, the solution, and the results.
by Fronetics | Aug 14, 2014 | Blog, Marketing, Social Media, Strategy, Supply Chain
We want to hear from you! 
We want to know what questions you have about:
- Demand generation
- Establishing and growing an online presence
- Social media
- Content
These categories are intentionally broad because we want to you to think about any (and all) questions and pain points you might have related to these topics.
Remember the adage – there is no stupid question.
Why do we want to hear from you?
We have an upcoming series of blog posts that are focused on answering questions that companies within the supply chain industry have regarding demand generation, an online presence, social media, and content. We want to give you the opportunity to ask your questions and state your challenges so that your questions and challenges can be addressed.
How can you be heard?
Fill out the form below or content with us via Twitter or LinkedIn.
by Fronetics | Aug 14, 2014 | Blog, Marketing, Social Media, Strategy, Supply Chain
We want to hear from you!
We want to know what questions you have about:
- Demand generation
- Establishing and growing an online presence
- Social media
- Content
These categories are intentionally broad because we want to you to think about any (and all) questions and pain points you might have related to these topics.
Remember the adage – there is no stupid question.
Why do we want to hear from you?
We have an upcoming series of blog posts that are focused on answering questions that companies within the supply chain industry have regarding demand generation, an online presence, social media, and content. We want to give you the opportunity to ask your questions and state your challenges so that your questions and challenges can be addressed.
How can you be heard?
Fill out the form below or content with us via Twitter or LinkedIn.
by Fronetics | Aug 12, 2014 | Blog, Content Marketing, Marketing, Social Media, Supply Chain
Connectivity, mobility and accessibility are game changers for business. Companies that recognize this and adapt accordingly will succeed, companies that don’t will not.
Unnovation
Olaf Swantee, CEO of EE, calls this refusal to innovate “unnovation” and defines it as the following:
If unnovation ever made it into the Oxford English Dictionary, I believe the description would be something along the lines of “unnovation (noun) … the refusal to identify, create, embrace or adopt new ideas, leading to the unnecessary and un-timely end to a business, which is ultimately overtaken by external progress.
What are companies who have fallen prey to unnovation? Yell (Google), Borders (Amazon), and Blockbuster Video (Netflix) are just three examples.
Companies within the supply chain, and the supply chain industry in general, are at risk of falling prey to unnovation despite being in a prime position to innovate.
Unnovation and the supply chain
KPMG’s 2013 Global Manufacturing Outlook reported that the US manufacturing sector “seems primed for an era of ‘hyper-innovation,’ in which companies develop not only new products, but also entirely new ways to build them.” Unfortunately, companies within the manufacturing sector are not primed for innovation. KPMG found that 44 percent of survey respondents reported that they still use “old” technologies such as email, fax, and “snail” mail to manage their supply chains.
Similarly, the supply chain industry has been slow to participate in social media and to invest in creating a strong online presence. The primary reason: a lack of understanding of the business case or value.
Participating in social media and investing in creating a strong online presence are fundamentally different from the traditional strategies which companies within the supply chain industry have employed to attract new customers, foster relationships with current customers, communicate with partners, and grow their bottom line. Because of the stark contrast between “old” and “new,” companies do not recognize how these strategies can positively impact their bottom line and therefore decide to steer clear – they feel engaging is too risky. The reality is that not participating is risky; not participating is unnovation.
These companies embrace change
Keychain Logistics
Companies that choose to unnovate will be eclipsed by companies who embrace the world of mobility, connectivity and accessibility. Keychain Logistics is one company that has decided to embrace change.
Bryan Beshore, Keychain’s founder, recognized the changes taking place and decided not just to embrace them, but to also capitalize on them. Keychain leveraged the ideas of mobility, connectivity and accessibility and created a new way for the freight transportation industry to conduct business. Keychain is a marketplace that connects drivers directly with shippers – and is available via mobile app.
Keychain has also become an active participant on social media. This participation has enabled the company to shape their offering with a solid understanding of what people want from a transportation provider. Furthermore, Beshore notes that social media has helped grow their business: “From phone calls to interviews, crowdfunded campaign partnerships, and beyond, social media has certainly helped us grow our business.”
Cerasis
Another company that has been successful – Cerasis. For 15 years the freight logistics company used traditional sales and marketing strategies. This strategy worked; however, the company recognized that if it were going to remain competitive and grow it needed to adapt. The company launched a digital, social media, and content marketing strategy. The strategy lead to an increase in website traffic of close to 670 percent, an increase in search visits by close to 2,190 percent and, most importantly, the company acquired 35 new customers – a significant number for the industry.
Swantee believes that if companies choose unnovation, “Ultimately, it could lead to disastrous consequences for their businesses, their staff and their future.” I agree. If a company wants to remain relevant and competitive, and if a company wants to grow – it needs to recognize that connectivity, mobility and accessibility are game changers for business.
by Fronetics | Aug 12, 2014 | Blog, Content Marketing, Marketing, Social Media, Supply Chain
Connectivity, mobility and accessibility are game changers for business. Companies that recognize this and adapt accordingly will succeed, companies that don’t will not.
Unnovation
Olaf Swantee, CEO of EE, calls this refusal to innovate “unnovation” and defines it as the following:
If unnovation ever made it into the Oxford English Dictionary, I believe the description would be something along the lines of “unnovation (noun) … the refusal to identify, create, embrace or adopt new ideas, leading to the unnecessary and un-timely end to a business, which is ultimately overtaken by external progress.
What are companies who have fallen prey to unnovation? Yell (Google), Borders (Amazon), and Blockbuster Video (Netflix) are just three examples.
Companies within the supply chain, and the supply chain industry in general, are at risk of falling prey to unnovation despite being in a prime position to innovate.
Unnovation and the supply chain
KPMG’s 2013 Global Manufacturing Outlook reported that the US manufacturing sector “seems primed for an era of ‘hyper-innovation,’ in which companies develop not only new products, but also entirely new ways to build them.” Unfortunately, companies within the manufacturing sector are not primed for innovation. KPMG found that 44 percent of survey respondents reported that they still use “old” technologies such as email, fax, and “snail” mail to manage their supply chains.
Similarly, the supply chain industry has been slow to participate in social media and to invest in creating a strong online presence. The primary reason: a lack of understanding of the business case or value.
Participating in social media and investing in creating a strong online presence are fundamentally different from the traditional strategies which companies within the supply chain industry have employed to attract new customers, foster relationships with current customers, communicate with partners, and grow their bottom line. Because of the stark contrast between “old” and “new,” companies do not recognize how these strategies can positively impact their bottom line and therefore decide to steer clear – they feel engaging is too risky. The reality is that not participating is risky; not participating is unnovation.
These companies embrace change
Keychain Logistics
Companies that choose to unnovate will be eclipsed by companies who embrace the world of mobility, connectivity and accessibility. Keychain Logistics is one company that has decided to embrace change.
Bryan Beshore, Keychain’s founder, recognized the changes taking place and decided not just to embrace them, but to also capitalize on them. Keychain leveraged the ideas of mobility, connectivity and accessibility and created a new way for the freight transportation industry to conduct business. Keychain is a marketplace that connects drivers directly with shippers – and is available via mobile app.
Keychain has also become an active participant on social media. This participation has enabled the company to shape their offering with a solid understanding of what people want from a transportation provider. Furthermore, Beshore notes that social media has helped grow their business: “From phone calls to interviews, crowdfunded campaign partnerships, and beyond, social media has certainly helped us grow our business.”
Cerasis
Another company that has been successful – Cerasis. For 15 years the freight logistics company used traditional sales and marketing strategies. This strategy worked; however, the company recognized that if it were going to remain competitive and grow it needed to adapt. The company launched a digital, social media, and content marketing strategy. The strategy lead to an increase in website traffic of close to 670 percent, an increase in search visits by close to 2,190 percent and, most importantly, the company acquired 35 new customers – a significant number for the industry.
Swantee believes that if companies choose unnovation, “Ultimately, it could lead to disastrous consequences for their businesses, their staff and their future.” I agree. If a company wants to remain relevant and competitive, and if a company wants to grow – it needs to recognize that connectivity, mobility and accessibility are game changers for business.
