The Vertical Market Customer Buying Journey

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Helping prospects and clients inform themselves during their customer buying journey is not a one-size-fits-most process due to the exponential growth of online search. Instead of manufacturers and systems integrators publishing generic product features, benefits and specifications, today’s influencers and decision-makers are searching for how products work in their unique vertical markets and applications. To […]

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All the Feels

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Our cat passed away a few months ago, and we kinda sorta forgot to pick up her ashes. Our vet’s office sent us a very kind letter where they struck just the right balance between “we’re very sorry for your loss” and “you really need to come back and get these cremains.” The thought that […]

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Everything is Empathy

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Think about your last horrible experience with a company. Perhaps the product didn’t work as expected or advertised. Did that company listen to you and try to make it right in a way that was mutually acceptable? Or did you get the loathsome “I’m sorry you feel that way,” which is a particularly insidious type […]

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