At Cornell, we believe everyone should be able to improve their marketing and communication to form better connections with their ideal customers — regardless of business size or budget. Enjoy our free how-to guides and blog articles to maximize your marketing potential!
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For Chief Revenue Officers at high-growth B2B SaaS and tech companies, the job is like hiking up Mt. Everest on a conveyor belt that’s trying to take you back to base camp. Particularly for talented CROs and VPs of Sales who are really, really good
Humans are complex. Yet, the traditional sales funnel has oversimplified the buying process down to four meager steps: brand awareness, interest, decision, and action. In B2B buying, this simply won’t cut it. Enter: the Stages of Change. Today’s buyers are savvy and demand respect and
A lot of marketers talk about the importance of the “Know, Like, and Trust” factor, but they very rarely take the time to actually implement marketing mechanisms that address all three parts. According to the Edelman Trust Institute, 88% of buyers say trust is a
It always comes back to the numbers. No matter how much we want to prioritize the humans, perfect our messaging, and create ethical psychology-driven marketing strategies, we can’t ignore cold, hard data because, after all, it’s the marketing metrics that tell us whether our human-centric
You’ve seen the headlines. You’ve heard the buzz. You’ve had the conversations about what AI could become and whether it’ll replace humans in this role or that one. You’ve likely even played around with making AI a part of your workflow in some form or
What do you do when your first career path is steeped in regret? What do you do when you’re saddled with the burden of student loans that are fundamentally fruitless in the path you ultimately ended up on? What do you do when you want
If you Google “sales funnel,” you’ll find about a zillion variations of the same four basic steps: awareness, interest, decision, and action. What you won’t see is an important fifth step: retention. As a forward-thinking business, your content needs to touch on every single stage
Your sales are not actually about sales. Your product is not about making money. What you have to offer is actually a solution to some problem your audience has, and a killer full-funnel content strategy needs to take that into account. Taking a “problem-solution” approach
When crafting an SEO expert strategy, far too many people focus on the data around keywords and neglect the human side of things. But here’s the thing: It’s the humans who have the power to click the “Buy Now” button – not Google’s bots. For
It’s a common misconception: “We have a blog, so let’s talk about our services and try to get people to book a demo with us.” Here’s the reality: Using blogs to promote services tells your audience that you only care about their money and it
For Chief Revenue Officers at high-growth B2B SaaS and tech companies, the job is like hiking up Mt. Everest on a conveyor belt that’s trying to take you back to base camp. Particularly for talented CROs and VPs of Sales who are really, really good...
Humans are complex. Yet, the traditional sales funnel has oversimplified the buying process down to four meager steps: brand awareness, interest, decision, and action. In B2B buying, this simply won’t cut it. Enter: the Stages of Change. Today’s buyers are savvy and demand respect and...
A lot of marketers talk about the importance of the “Know, Like, and Trust” factor, but they very rarely take the time to actually implement marketing mechanisms that address all three parts. According to the Edelman Trust Institute, 88% of buyers say trust is a...
It always comes back to the numbers. No matter how much we want to prioritize the humans, perfect our messaging, and create ethical psychology-driven marketing strategies, we can’t ignore cold, hard data because, after all, it’s the marketing metrics that tell us whether our human-centric...
You’ve seen the headlines. You’ve heard the buzz. You’ve had the conversations about what AI could become and whether it’ll replace humans in this role or that one. You’ve likely even played around with making AI a part of your workflow in some form or...
What do you do when your first career path is steeped in regret? What do you do when you’re saddled with the burden of student loans that are fundamentally fruitless in the path you ultimately ended up on? What do you do when you want...
If you Google “sales funnel,” you’ll find about a zillion variations of the same four basic steps: awareness, interest, decision, and action. What you won’t see is an important fifth step: retention. As a forward-thinking business, your content needs to touch on every single stage...
Your sales are not actually about sales. Your product is not about making money. What you have to offer is actually a solution to some problem your audience has, and a killer full-funnel content strategy needs to take that into account. Taking a “problem-solution” approach...
When crafting an SEO expert strategy, far too many people focus on the data around keywords and neglect the human side of things. But here’s the thing: It’s the humans who have the power to click the “Buy Now” button – not Google’s bots. For...
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