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 ...

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 ...

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 ...

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 practical application of a theory or idea is the most effective way of demonstrating its usefulness. Case studies allow for the dissection of practical applications to uncover the thinking that ...