One of the most significant communications lessons I’ve learned working at a business-to-business (B2B) software company is that our customers are a lot more interesting than we are. It’s the truth.

In an era of social media sound bites and content "snacks," does the customer case study still matter? Absolutely - but there are use case pitfalls to avoid. Eleven of them, by my count. Is there a ...

Part of the marketing playbook for value-based selling is the use of customer case studies to provide references and proof of value for a product, service, or software solution. This is what customer ...

When you get right down to it, there are only a few compelling stories that sell products and services. While aspiration, empathy, desire, brand loyalty, price and delivery performance are all ...