Getting established

Explore important marketing concepts, develop key skills, and build a strong foundation with the right tools.

Learn how to tell your company’s best story

Your unique story

Explain how your business uniquely addresses the needs of your customers.

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The buyer’s journey

Understand your customer’s buying process and focus your marketing on addressing their concerns.

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Standing out

Find what differentiates your business from the competition and target key industries.

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Your elevator pitch

Learn what to say when you only have a few seconds to tell your story.

Social demystified

Get pointers on creating social media and blog content that strikes a chord with your customers.

From Stranger to Prospect: Break the Ice

No one buys an important technology solution from a stranger. In this quick guide—the first of a three-part series produced in collaboration with IDC—you’ll learn how to begin to earn prospective customers’ trust and create demand.

Understand your customers to communicate with them

The power of storytelling

Craft a gripping answer to one of marketing’s biggest questions: Who are you?

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Using content marketing

Create content that nurtures customers through each stage of the buyer’s journey.

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Help customers find you

Use search engine optimization (SEO) to make it easier for customers to find your website.

Customers say it best

Discover the impact of using customer testimonials in your marketing.

Use the best tools and tactics

An effective website

Make your website work for you with the right content and calls to action (CTA).

Drive email open rates

Write compelling email subject lines that lead to greater open rates.

Improve email structure

Use an effective email format for more click-throughs.

Building a LinkedIn audience

Learn how to build and maintain an effective company LinkedIn page.

Principles