Mike Michalowicz

FEBRUARY 11, 2013

Marketing gurus often refer to it as “differentiation.” If you want to get people’s attention and have them call you, there’s nothing like writing an article for a trade magazine (for B2B) or local magazine (for B2C) to gain credibility and get the exposure you want. Then write a white paper. Own Your “Wow” .

Small Business 167

Small Business Marketing PR Social Media 167

Duct Tape Marketing

DECEMBER 15, 2022

And then finally, our shareable moment is kind of the advocate part of the buyer's journey is it's a swag store or it's content that you've created that they can share or those white papers. Whereas b2c, I mean m and MS has had a, has a community, right? I mean I think a lot of B2C companies kind of get that.

Community 98

Community Framework Advisory Board Viral 98

Software By Rob

AUGUST 18, 2010

Business software is different and shouldn’t be treated in the same way as B2C. lincolnmurphy is probably the expert on Freemium in SaaS and he wrote a brilliant white paper on the subject- you should check it out! Include differentiators in your plan, even if you’re not sure you will ever build them.

Software Review 78

Software Review Software Revenue Cofounder 78