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Two Words to Remove from Your Business Vocabulary: Part 1

Have you ever worked with people who repeatedly missed deadlines and meetings because they were too busy? Maybe they offered minimal input on your projects until near the end and then frantically bombed your inbox with late-night revisions, or maybe they were distracted on calls with you because they were multi-tasking in the background. How did it impact you and your team when they said they ...
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3 steps to winning your audience's attention

(AKA. Sometimes love just ain’t enough) (AKA. Someone had a great message, but then you won’t believe what happened next…)
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Boost your content by involving 4 key stakeholders

In a previous blog we discussed the importance of getting stakeholders involved and keeping them engaged throughout the content creation process. Often we see companies trying to create product or solution marketing content as a siloed team. When it finally comes to the approval process, they are often blindsided by eleventh-hour feedback.
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5 common content development pitfalls, and how to avoid them

It's no secret that strong content drives better outcomes. Whether it's a campaign, sales enablement collateral, an executive presentation, you name it –  killer content makes all the difference. As of 2016, 76 percent of B2B marketers reported plans to produce more content than in previous years. Content marketing budgets have also increased among B2C companies this year. On average, 32 percent ...
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Is your content creation process hurting your revenue?

Over the years, we've worked with many clients who are looking to create content that will help them market their products or services. In the process we've seen 3 main reasons why they haven't met their past revenue goals with prior products or services:
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9 content offers that help you close the deal

No matter what industry you're in your customers are on a buyer's journey. The buyer’s journey is how companies convert followers into leads, and eventually into customers. The buyer’s journey can be looked at from two different perspectives: from the customer and from the provider. Many companies such as HubSpot and McKinsy have defined different ways to talk about the buyer’s journey from each ...
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Get the budget you need to successfully market your targeted solution

You’ve got a product to promote but you know you don’t have the right budget to effectively discuss your new product with your target audiences. When you go talk to your boss, you tell her that you have three separate audiences and all of them need different types of materials, which will require more money. When your boss asks why she needs to pay for three different types of content, you have ...
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Don’t sell tea, sell stress relief

If you’ve been around the marketing hallways for a while, you’ve probably heard the buzz about selling benefits instead of features. But what does it mean? Is it just more jargon from an already jargon-rich practice? In this case, no. At Spur, we often reference the famous example, “don’t sell me shoes, sell me comfortable feet.” For technology companies selling complex hardware or software ...
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The 5 things required in an effective introductory email

We do sales force transformation all the time. For large companies much of the opportunity is around efficiency and effectiveness. There is generally too much management, ironically coupled with not enough process.
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5 steps to a killer messaging framework that will save you

Saying a messaging framework can save you might seem a little strong.  But a well-crafted Messaging Framework can save you hundreds of hours and, ultimately, make your field and partners significantly more effective.
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