Sharing your thoughts with others in writing isn't everyone's cup of tea. But for any company that works in B2B sales, it should be.

Before we get into the real heart of this blog, I'd like to come clean. Think of this as a confession, a marketing mea culpa, of sorts. And here it is:

Let's start with an exercise.

Let's get right to the answer. The only reason phone books still matter in marketing is in concept. Does anyone still have 15 pounds of Yellow Pages sitting around the office?

According to the Information Technology Services Marketing Association, nearly two-thirds of all consumers conduct their own research before making purchases. This means most people who are ready to buy already know details about what you’re selling. They’ve read the ratings and reviews. They’ve seen all the articles. They’re educated. But who creates all this information they are reading?