Author: Keith Luscher

Keith F. Luscher is author of the book Prospect & Flourish and practiced content marketing for twenty years as a creative director and a management consultant. He has advised producers in financial services on issues related to marketing and prospecting, and developed ground-breaking educational curriculum for the insurance industry. In addition, Luscher is also a nationally known author, speaker, and expert in media, interpersonal communication and marketing. You can follow him on Twitter @KeithLuscher.

By keithluscher published April 25, 2011

How Great Content Can Get Your Foot in the Door

The concept of content marketing is nothing new, but the forms of delivery have changed. While marketers tout the use of digital distribution because it is cost-effective, marketers can also benefit from personalized, in-person delivery.

Let’s step back and forget about content marketing for just a moment. Instead, let’s look at the number one challenge that confronts most B2B marketers, sales managers and professionals: Getting an appointment with the decision maker in an organization where they otherwise have no connection. In fact, you may not even know who the real decision maker is.

So how do you get your foot in the door? My answer: Use a wedge.

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