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.

The Fast Company Executive Board is a private, fee-based network of influential leaders, experts, executives, and entrepreneurs who share their insights with our audience. BY Kathleen Lucente I’ve ...

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 ...

Opinions expressed by Entrepreneur contributors are their own. While it’s been established that B2B businesses often benefit from content marketing, one type of content leads the way to more ...

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While case studies that highlight the benefits customers have experienced using a product or service provide powerful ways to prove its value to leads, you need to be strategic in your approach to ...