B2B Writers’ Dirty Little Secret
What’s the B2B writer’s dirty little secret? We overuse those helper words ending in ‘ly’. But instead of describing the experience of using a B2B product, they act like excess baggage.
3 Reasons Why the B2B Funnel is the Wrong Marketing Metaphor
There are three reasons why the B2B funnel is the wrong metaphor for the customer journey. I see the journey as an infinite loop of twists and turns just like life and the stories we tell to one another. That’s why I believe that the storytelling framework is a better way to write for B2B customers in the making.