“Send me a proposal!” When you’re ending a great sales call with your ideal client, these are the words you want to hear. You’re excited. They’re excited. You both just want to get started on working together.

In selling HR services and products, one marketing tool my clients rely heavily on is the case study. Here’s what I’ve learned about creating the types of case study that go on to help to sell.

A well-written white paper can really help build credibility and support your sales process – from lead generation right through to signing on the dotted line. But with so many alternative marketing channels available now, are white papers still an effective way to catch the attention of the HR decision maker?

It makes sense to hire a generalist marketer, doesn’t it? They can tackle any subject you send their way, they adapt quickly, and let’s be honest, they’re usually less costly to hire. But hiring a generalist to take on your strategy isn’t necessarily the safe bet you think it is when marketing to HR.

B2B marketers have had to keep on their trend toes this year to meet the unique challenges of the year. We’ve had to adapt how we use and produce our B2B content,