Author Archives for Scott Swanson

Introduction

February 6, 2019 1:45 pm Published by Comments Off on Introduction

A good friend of mine asked me: What can I read to learn the fundamentals of marketing to the enterprise?... View Article


Applicable industries

February 6, 2019 1:46 pm Published by Comments Off on Applicable industries

This document is about marketing expensive products to large businesses. The bulk of my experience is in software, but the... View Article


Defining marketing success

February 6, 2019 1:48 pm Published by Comments Off on Defining marketing success

Not long ago, I had a client whose senior leadership decided marketing should no longer optimize their efforts to generating... View Article


Buyer’s journey

February 6, 2019 10:16 am Published by Comments Off on Buyer’s journey

Buyers of your product are looking for a solution to a problem they’re experiencing, but instead of thinking about how... View Article


Content and Storytelling

February 6, 2019 10:16 am Published by Comments Off on Content and Storytelling

The best sales conversation presents the customer with a compelling story about their business first, teaches them a new perspective,... View Article


Search Engine Optimization

February 6, 2019 5:55 pm Published by Comments Off on Search Engine Optimization

The most important measure of a search engine is the quality of its search results. “The Anatomy of a Large-Scale... View Article