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B2B Marketing Blog

Greg Lukach

Greg Lukach
As Content Strategy Manager, Greg provides editorial oversight, content strategy and creative direction to website projects and inbound marketing campaigns. Passion for: Supporting community-building organizations and finding new music, restaurants and books.

Recent Posts

Understanding the Value of Lead Nurturing

Posted by Greg Lukach on Fri, Dec 13, 2019 @ 09:01

As humans, we're hardwired to demand storytelling. Traditional stories involve relatable characters achieving some degree of success or closure. We enjoy these stories because we can empathize with the plight of each main character and want them to be successful.

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Storytelling + Inbound Marketing, the Likely Pairing That's Just Now Catching On, a Conversation With Gabriela Pereira

Posted by Greg Lukach on Tue, Oct 15, 2019 @ 09:30

Marketers are finally talking about storytelling. A lot, in fact.

The frequency of "Why Use Storytelling in Marketing?" blog posts and articles has gone from occasional to ubiquitous over just the past few years.

It's no coincidence that I attended three sessions at INBOUND 2019 alone about how storytelling can be used to improve marketing messages and strategies.

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Why Brands Need to Stick to Simple Scripts

Posted by Greg Lukach on Thu, Sep 26, 2019 @ 09:00

It's likely a daily occurrence. You visit a website. You immediately become confused. You leave the site and never look back.

If you had bothered to stick around for more than a few seconds, you might have found yourself asking:

  • What products and services are being sold?
  • How do I benefit from them?
  • What can I expect to experience when engaging with this company—and how do I engage in the first place?
  • Why should I care about any of this?

But why would you stick around? There's not enough time in the day to read unclear value propositions, decode confusing processes, stumble through industry jargon or—worse yet—deal with companies that talk at you and tell you about how amazing they are.

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