By Andrea Swangard, Kelly Schermer

Image by Julianne Medenblik

Call scripts are a key component in the sales enablement toolkit, providing a strategic framework that enhances the performance of even the most experienced sales teams. While seasoned sellers may have extensive product knowledge, call scripts ensure consistent messaging and keep the focus on customers’ needs. They offer a structured approach to sales interactions so reps can confidently address objections, guide conversations effectively, and close deals. 

Scripts vary depending on where customers are in their buying journey, but a well-crafted script can enhance your sales team’s performance at every stage. 

Here’s how: 

Call scripts across the sales funnel 

Awareness: At the top of the funnel, call scripts focus on creating awareness about potential solutions to a customer’s problems. The goal of these calls is to find someone who is interested in the product and wants to continue the conversation. The result of the call might be a follow-up email with more info, an invitation to a webinar or event, or a hand-off to a sales rep. This script should help introduce your product or service at a high level and pique the customer’s interest and curiosity about what’s possible. 

Tip: Tailor the narrative to address your audience’s pain points. Ensure your scripts can identify and speak to the unique challenges of your customers. The rep using this script may not specialize in the product, so you’ll want to provide context about the solution and the strategy behind it. This background info can help them understand and be more empathetic to customer challenges.

Consideration: As customers move into the consideration stage, call scripts shift to ensuring they’re connected with the right person and qualifying leads. This script should focus on generating deeper interest in the solution and addressing specific needs and concerns. Help the customer identify and prioritize their most compelling and immediate use case. The sales rep can then assign technical resources to help build a plan and accurately scope the project. 

Tip: Balance structure with flexibility. Here’s where you might shift from a call center to an internal sales team that may or may not have expertise speaking to the customer’s specific use case or pain points. While scripts provide a framework, you should still allow room for personalization and natural conversation. This can be especially helpful for experienced sellers who know how to adapt to different situations.

Decision: In the final stage of the funnel, call scripts become more sophisticated, focusing on addressing concerns and handling objections. At this point, the customer likely has a pricing quote, proposal, or statement of work. You need a script to help knowledgeable sellers quickly surface and address concerns, objections, or reservations. This may involve comparisons with competitors, so sellers will need to know how to discuss competitive advantages and handle highly specific and technical questions. 

Tip: Incorporate third-party insights. Whenever possible—but especially in later funnel stages—include relevant statistics and analysis from reputable sources such as analyst reports. This can add credibility to your arguments and help address specific concerns. Make sure your scripts stay relevant by keeping them current with the latest market trends and competitive insights.

Script your way to success 

Using well-crafted call scripts across the sales funnel can help your team communicate more effectively, address prospects’ needs more precisely, and drive better sales outcomes. Need help putting together the right call scripts for your teams? We can help! 

By Ashley JoEtta

Image by Nicole Todd

Great messaging should be a unifier—a story everyone can tell with confidence. But too often, organizations end up with different versions of their story across departments. Leadership talks vision, sales fine-tunes the pitch, engineers dive into the details, and partners add their own spin. Without a shared foundation, the message morphs along the way, leaving customers with more confusion than clarity. 

That’s where 2A comes in. We’ve spent over a decade helping companies—from scrappy startups to global enterprises—cut through the noise and land on messaging that sticks. Our messaging and positioning frameworks (MPFs) aren’t solely documents; they’re blueprints for how teams talk about what they do across sales, marketing, and leadership. We’ve refined our approach through hundreds of engagements, striking the ideal balance between structure and adaptability. 

To break down what makes a great MPF, we sat down with Director of Consulting Sarah Silva, who has helped lead countless 2A messaging sessions. Here’s what she had to say. 

Why do companies trust 2A’s MPF process? 

Sarah: Because we make it collaborative. Messaging is hard. When you’re too close to your product, it’s tough to see what really resonates. Our process brings teams together in working sessions, where we challenge assumptions, debate word choices, and land on messaging that actually feels right. Clients trust us because we don’t just write—we listen, refine, and push for clarity. 

How does 2A prepare for MPF development? 

Sarah: Our storytellers are strong writers first. Tech expertise comes with research and curiosity. Before a session, we dig deep—reading client materials, analyzing competitors, and tapping into our own experiences. But the real magic happens in the room. We don’t just stick to a script; we follow the conversation, ask the right follow-ups, and help teams see their own messaging in a new way. 

What’s a common misconception about MPFs? 

Sarah: That they’re painful to build. A lot of teams think it’ll be a slow, frustrating process. But we make it engaging, fast, and productive. We get stakeholders talking, debating, and landing on messaging they actually believe in. 

How do MPFs set businesses up for success? 

Sarah: MPFs make everything easier. We provide short, medium, and long copy blocks, benefit statements, and use cases—so teams aren’t starting from scratch every time they need content. Most clients immediately use their MPF to build ebooks, infographics, and sales materials, which makes content creation faster and keeps everything consistent. 

What’s an unexpected way 2A approaches messaging? 

Sarah: Instead of starting with writing, we start with themes. Before defining pillars and benefits, we identify the big ideas driving the messaging. That sparks discussion and helps teams recognize their strengths from a new angle. It’s a step that surprises people but makes a big difference. 

How does 2A balance creativity with clarity? 

Sarah: We meet clients where they are. Some want playful, conversational messaging, while others need a more direct approach. Either way, we make sure the messaging is crisp, compelling, and ready to use. 

Need messaging that sticks? We’ve got you. Whether it’s a product, solution, or joint messaging framework, 2A helps teams land on messaging that works. Let’s chat.

By Carolyn Lange

Image by Julianne Medenblik

Selling is part charisma, part strategy, and a whole lot of confidence. But even the best sales reps can see their performance falter if they’re constantly scrambling for the right information. That’s where sales enablement resources make all the difference. 

Let’s break down three key moments where the right content can give your team an edge.

1. Engage them 1:1 

Your sales team’s first touchpoint sets the tone for the entire engagement. When your team knows exactly how to start the conversation, they can approach every interaction with confidence. 

• Invite and follow-up email—A strong first email inviting a prospect to talk sets expectations, and a timely follow-up message keeps the conversation moving. 
• Call script—This gives your reps a clear roadmap for conversations, so they’re never left searching for the right words. 

2. Make it personal 

Once you have a prospect’s attention, it’s time to tailor the conversation. When sales reps have the right proof points and visuals, they control the conversation instead of reacting to it. 

• Pitch deck—A well-structured, visually engaging presentation helps your team tell a compelling story. 
• Joint solution pitch deck—If you’re selling alongside a partner, a unified story strengthens your offering. 
• Click-through demos and UI-based videos—Show, don’t tell. A clear product walkthrough makes it easy for prospects to understand value. 

3. Leave ’em with answers 

Great sales teams don’t just pitch and disappear. They leave behind assets that keep the momentum going and give prospects what they need to move forward. When sales teams have the right follow-up materials, they can anticipate questions and keep deals moving forward. 

• Datasheet—A concise, easy-to-reference document with key specs and details makes it easy to substantiate value. 
• Customer story—Real-world success stories build credibility and trust. 
• Whitepaper—A deeper dive that decision makers can use to justify their choices. 

A strong sales enablement strategy keeps your team prepared. At 2A, we create content that helps teams close deals with confidence. If you’re ready to build a field-ready kit that sets up your team for success, let’s talk. 

By Jane Dornemann

Image by Suzanne Calkins

Gossip (for nerds) 

• Even though its cloud division underperformed, quarterly earnings for Amazon surpassed expectations. Profits were up 88% from a year ago! Everyone was on Amazon buying canned goods and oxygen canisters because soon we won’t be able to go outside without having to engage in hand-to-hand combat with the half-zombie half-human who used to be our neighbor while a nuclear bomb explodes in the background. 
• In Microsoft’s quarterly earnings report, AI revenue was $3B above forecast. However, its cloud earnings fell short (the exact words from UBS analysts were “far worse than expected”), which led stock to dip 5%. 
• While AWS ramps up data center spending, Microsoft canceled leases with at least two private data center operators. It currently leases data center capacity from various suppliers, but recent cancellations may signal an oversupply (an “AI bubble”) issue—slow customer payoffs and the arrival of DeepSeek are two reasons why demand may be cooling. 
• So, what does this all mean for next quarter? Microsoft’s CFO says it’ll probably fall short again, citing influences like foreign exchange rates and businesses not dedicating budgets to AI. Also, spitting truth: “Customers feel that ‘sorely needed features, enhancements, and fixes to core products’ have been put to the side ‘in favor of trying to build a Copilot into everything.’” 
• A Microsoft executive said AI will transform wealth management, making it easier for smaller entities like startups to compete with big banks. This is because of AI’s ability to condense data and reduce costs. Specifically, agentic AI can replace people in jobs like customer advisement and portfolio construction with AI. 
• Is AWS the technology version of Carrie Bradshaw, who spends all her rent on shoes? The cloud giant is doling out the equivalent of a year’s revenue (~$100B) on infrastructure to support AI. 
• Have you ever renovated a kitchen? Here’s the tech version of that. 
• Microsoft doesn’t want Donald Trump to advance limits on AI chip exports to Chinese companies, and says doing so would be a “strategic misstep.” Oh really, has that happened lately? 
• According to a report from AWS, European startups are adopting AI much faster than their large enterprise counterparts—creating a “two-tier AI economy.” 
• Leaked documents revealed that Microsoft is far more involved with the Israeli military and its operations than previously known. 
• Allegations that DOGE is feeding sensitive Department of Education data to AI using Microsoft Azure is alarming to cybersecurity experts (and everyday people, too). 
• There are no private memos, OK? Just write like it’s gonna be leaked, because the people need their corporate bread and circuses. In this month’s leaked memo, managers will need to manage more, but also less. 
• CrowdStrike has made history as the first cloud-native cybersecurity ISV to earn more than $1B in annual sales from AWS Marketplace. Why yes, we DID do marketing work for them. 

Wheelin’ and dealin’ 

• Mondelēz International, the snacks and confectionary company that produces Oreos and Sour Patch Kids—which are chock full of red dye 3 and make your kids lose their goddamn minds—is moving to AWS. 
• Investigative analytics software provider Cognyte is integrating its solution to be deployable with Microsoft Azure. This will bring Cognyte tools into Azure to process and analyze unstructured data. Am I ever going to read something about data and not think of The Goonies? Probs not. 
• Following an investment from Microsoft, Veeam will build AI products. Veeam’s core products focus on cybersecurity. 
• VC firm General Catalyst is partnering with AWS to co-develop and deploy integrated AI products for healthcare—predictive care insights, diagnostics, patient engagement, and platform interoperability. My favorite part of this article is that they included the misspelling in Matt Garma’s emailed quote. Someone get ahead of this man and send him a there-they’re-their primer. 
• AWS is going to help Honda transition from hardware-based vehicles to software-based ones using generative AI, IoT, and AWS compute. And, in partnership with AWS, automotive technology company Valeo is building new solutions for software-defined vehicles. 
• Wow, AWS really is putting the wheeling back into dealing because there is more vroom vroom news. AWS is expanding its presence as the global technology provider for SRO Motorsports Group to “digitally transform the science of racing.” 
• Educational publisher Pearson is expanding its use of AWS, including AI capabilities, to further personalize learning. 
• Memorial Sloan Kettering Cancer Center is collaborating with AWS to accelerate breakthroughs in cancer research by applying AI to multimodal data. The deal will also support AI-powered drug discovery efforts. Montefiore Health System is doing similar stuff with AWS. 
• Clinical AI company Aidoc has entered into a strategic collaboration with AWS, which will start with optimizing Aidoc’s CARE Foundation Model. The FM helps doctors with real-time identification of suspected critical conditions. 
• Defense contractor Booz Allen Hamilton is working with AWS to “enhance technology for federal agencies.” Great timing. 
• Snowflake is expanding its partnership with Microsoft to bring OpenAI’s advanced models straight to customers through Snowflake Cortex AI on Microsoft Azure AI Foundry. 
• Faros AI is collaborating with Microsoft to bring its data platform for optimizing engineering to Azure. 

Ma’am, I’m going to have to call security 

• A hacker named Codefinger (ewww) is targeting Amazon S3 buckets, and the ransomware campaign is so effective, organizations are reporting that they can’t shut it down without issuing payment. This could potentially affect supply chains. Um…it’s Cadbury crème egg season, so there better not be supply chain problems. 
• Russian scammers are posing as Microsoft tech support on Microsoft Teams, even doing video calls in some cases and getting employee permission to take over screens! Can you imagine watching someone download malware on your computer screen in real time? Talk about a bad day. 

World domination 

• Microsoft went into full diva mode with its creation of a NEW FORM OF MATTER. That’s right—its “topological qubit” is not gas, liquid, or solid, and it can be used to drive quantum computing (which Microsoft researchers now believe is years away instead of decades). 
• The AWS cloud region in Thailand, which includes three Availability Zones, is now up and running. Microsoft is planning to build there but it hasn’t yet. In Singapore, AWS unveiled its Asia-Pacific hub office. 
• AWS announced a $5M investment in “mega data centers” for Central Mexico. 
• The UK has dropped its investigation into a potentially anti-competitive deal between Microsoft and OpenAI—for now, regulators say. 
• Years after Europe asked for more data sovereignty, Microsoft completed its EU Data Boundary project. This will allow EU countries to remain compliant with local regulations, such as storing data in European Free Trade Association regions. 
• AWS launched a CloudFront Edge region in Jeddah, Saudi Arabia, and hopes to have a fully operational cloud region by 2026. And Saudia Arabia’s STC Group will work with AWS to speed up AI-powered innovation. 
• I didn’t know there was any room left in New York City, but apparently there is, because AWS launched a new, upgraded Local Zone Edge location there. 
• Australia has entered a Whole-of-Government agreement with AWS. And Australian CommBank extended its agreement with AWS to include customer service optimization and AI innovation. 
• India will see $15B in data infrastructure investments from AWS. Also, India’s Tata Power will use AWS AI and IoT to improve things like predictive maintenance for grid resilience. 

New stuff 

• AWS previewed its Salesforce Contact Center with Amazon Connect, which helps service reps avoid platform switching and gives them a choice in the digital channels they use. So, now Karens can unload all their repressed existential angst and political fear on someone either through Salesforce or Connect. 
• It must be Christmas because Santa has visited us all, and in his sleigh is the best present of all: no more Chime. You’d think it would be hard to come up with a gift that every single person on Earth would be happy to receive, but NO, it wasn’t hard.
• And following suit, Microsoft is retiring Skype and moving users toward Teams. 
• AWS issued a new rule for third-party SaaS vendors on Marketplace that want a discount: They’ll need to be running 100% on AWS. 
• Microsoft’s new podcast, Leading the Shift, will feature interviews with experts, customers, and partners on what they’re doing with AI, data, and the cloud. 
• Are we all ready for Microsoft Build? This reporter expects several Copilot announcements.
• Welcome the o3-mini reasoning model to the world, now available in Microsoft Azure OpenAI.

By Liz Mangini

Image by Suzanne Calkins

Account-based marketing (ABM) is all about precision—focusing your efforts on the accounts that matter most. It’s about working smarter, not harder, by zeroing in on opportunities where you see the biggest potential. While it’s heavily focused on sales, marketing still has a big role to play. To make ABM work, your sales team must be armed with the right tools and marketing resources to convert leads into sales. Here’s how to ensure they’re set up for success—from the initial conversation to closing the deal. 

Deliver a persuasive pitch 

With ABM, your sellers will engage in a lot of personalized, one-on-one conversations with prospects. They’ll need to know your product(s) inside and out to be especially persuasive. Here’s what will help: 

• Invite and follow-up email templates help your team engage right away and continue to nurture leads. These emails keep your brand top of mind and move the prospect closer to a decision. Plus, sellers should personalize the message to detail how your solution can help their particular business. 
• Call scripts ensure sellers stay on track while keeping the conversation flexible. These scripts guide them through common questions by providing key talking points about your solution, allowing room for authentic dialogue. 
• Pitch decks should speak directly to the prospect’s needs, showing how your solution solves their specific challenges with clear visuals and compelling value. 
• Click-through demos let potential customers explore your product on their own. They provide an interactive experience that highlights value without pressure. 

Handle objections and compete effectively 

In any sales pitch, prospects will come up with reasons why it’s not the right time to buy. Sometimes they’re not sold on the investment; other times, they’re considering a competing product. Sellers should expect these objections and know how to handle them confidently. 

• Objection handling guides include common objections and answers that sellers can use to turn “no” into a chance to showcase your product’s benefits. 
• Compete battlecards equip sellers with an understanding of the market landscape and competing products. Battlecards highlight key differences at the organizational or product level, helping sellers position yours as the best option. 

Provide proof and build trust 

After initial conversations with prospects, sellers should maintain momentum by showcasing the results customers can expect. Whether it’s a standout success story or in-depth information that answers technical questions, sellers should reach out to build trust in your product. 

• Solution briefs outline how your product solves their specific problem, providing a deeper dive into its value. 
• Case studies showcase real-world examples that build credibility. Success stories that prospects can relate to are a quick way to highlight wins. 
• Whitepapers offer research-backed insights and are for prospects who need more detailed information. 

ABM is about pursuing valuable deals with laser focus. By equipping your sales team with these key resources, they can engage effectively, overcome objections, and close deals quickly, driving revenue growth. 

Reach out to get started! 

By Nora Bright, Jack Foraker

Image by Nicole Todd

B2B tech is a noisy, crowded space. When that tech comes with a lot of hype, it’s even noisier and more crowded. To be noticed requires creativity, strategic thinking, and an ability to convert jargon into something people actually want to talk about. (Does the world really need another webinar on cross-platform synergies?)  

The best B2B marketers are creative but pragmatic, strategic without being stuck in the weeds, forward-thinking but not flinging ideas at the wall. The challenge, of course, is how to identify a candidate who can make your marketing stand out.  

If you’re on the lookout, here are some questions to ask during the interview process that will help separate the visionaries from the buzzword enthusiasts. 

Can they turn ideas into results? 

Start by asking for examples of how they’ve successfully made a splash. Maybe they spearheaded a campaign that repositioned a product from “nice to have” to “must-have.” How did they build their strategy and get buy-in from stakeholders on their ideas? Most importantly: What were the results? Standing out requires new approaches to marketing, and those won’t always be successful. The right candidate can talk through what they did and why it worked. (And, if it didn’t work, what they learned along the way.) 

Can they sell a good idea? 

A live case interview or take-home project can reveal a lot about the way a candidate thinks outside the box. Ask them to develop a campaign or go-to-market strategy for a hypothetical product. Look for an approach that is considered yet creative: Does their strategy stand out against traditional B2B marketing expectations? Can they pitch left-field ideas effectively to win over a leadership team? Better yet, do you actually want to run with their plans? (Hire them first!) 

Do they know what’s happening in the B2B landscape? 

Trends shift fast in B2B marketing, and making a splash means staying in the loop. After all, how will you know if you’re doing something different if you don’t know what everyone else is doing? Ask your candidate which marketing campaigns they admire and why. Their answer will point to what they see creative success as—and whether they’re plugged into the industry in a way that will help your brand stand apart. 

Are you setting them up for success? 

Even the best marketer needs the right tools and support to deliver results. Be ready with clear expectations, open communication, and a culture that fosters ideas and innovation. That’s why you hired them, right? If you’re looking for tips on how to get the most out of your contract talent, we wrote about that here. 

And if you’d rather ask candidates the important questions than sift through resumes, we can help. Our Embedded Consulting practice carefully vets B2B marketers so you interview only the best. Let’s find your next great hire. 

By Olivia Witt

Image by Emily Zheng

When fashion retailer Mango ditched real models for AI-generated ones, people noticed. Perfect symmetry, eerily smooth skin, and not a single awkward pose? It was a case of uncanny valley. Customers felt misled and noted the loss of diversity, authenticity, and real modeling jobs. Instead of streamlining marketing, the move led to skepticism and backlash. 

AI is here to stay, but how brands use it determines whether it builds trust or erodes it. Thoughtful implementation strengthens credibility, while missteps—like prioritizing ease over authenticity—can quickly unravel consumer confidence. 

In marketing, it’s trust or bust 

From deepfake scandals to AI-generated misinformation, brands that fail to control their AI message risk backlash. AI is often seen as a cost-saving tool, but any negative effect on customer trust can be more significant and costly. Consider these statistics: 

• 46% of consumers are willing to spend more on brands they trust 
• 81% of consumers say trust is a deciding factor in their brand-buying decisions 
• 85% of consumers would not use a brand if it were advertised next to misinformation 

We love using tools like Claude or ChatGPT to brainstorm, jumpstart content, or as an editing sidekick. It’s fast, self-sufficient, and cheap. However, while AI boosts efficiency, it often lacks nuance, and customers notice when something feels off. If AI-generated content strays too far from a brand’s voice or generates misinformation, trust takes a hit. 

Related: 4 reasons why you still need human writers  

A checklist to keep AI in check 

AI should assist, not replace. It works best with human oversight to keep content authentic and emotionally intelligent. Before publishing AI-generated content, run through this checklist: 

• Does the content match your brand voice and tone? 
• Does it align with your brand values and mission? 
• Have you verified all facts, numbers, and claims? 
• Is data sourced from credible references? 
• Has a real-life marketer reviewed, edited, and approved the content? 
• Does the content feel natural, or does it sound overly robotic? 
• Have you incorporated customer feedback or past insights to refine it? 
• Does it encourage meaningful engagement? 

Final check: If your customers knew AI was used, would they still find the message valuable? 

If the answer is no, contact us. We’ve got real humans ready to help. 

By Katy Nally

Image by Nicole Todd

Forrester, Gartner, and IDC…they’re like the plastics of the enterprise tech world. They’re the analysts that rank the players, set the trends, and get everyone vying for their attention. And with good reason. A Forrester Total Economic Impact (TEI) Study, for instance, provides a name-brand stamp of approval on your tech—with jaw-dropping stats to back it up. A TEI study not only promotes trust in your brand or product, but it also gives sales an ROI story to tell.  

But what is the ROI of a TEI study?!? No one knows, but we know how to boost it. 

Whether you fund a TEI analysis, snag a spot in Gartner’s Magic Quadrant, or commission an IDC whitepaper, the payoff in terms of thought leadership and awareness makes it worthwhile. These analyst reports are the basis of a steady stream of trust-the-experts content. And we can help you get the most mileage from them with our analyst bundle. 

Get the word out—GIFs and animations 

Social GIFs with a little wiggle: Post them as paid LinkedIn ads or share them with partners so they can spread the word on social. Here’s a fun one we made for Power Platform to showcase its 224% ROI. 

Animation: Entice prospects to peruse your website with an animation that highlights analysts’ top stats (from TEI reports) and claims about your product (from Magic Quadrants).  

Give them details—datasheets and blogs 

Announcement email: Ping prospects and keep your current customers informed about the leading status of your product. 

Thought-leadership blog and webinar: Combine analyst research with your own point of view and dive deeper into the conversation.  

Datasheet: Package up key findings and accolades into a highly designed datasheet. Here’s one we made highlighting the possibilities of using Azure to power intelligent apps.  

Get a meeting—sales guide and pitch deck 

Sales guide: Prep your sellers with key talking points from Forrester, Gartner, and IDC to validate claims and frame the findings in ways that resonate. 

Invitation email: Invite prospects to learn more about the report and how key findings can help them find just the right solution (yours!) to unblock their challenges. 

Pitch deck: Close the deal with a presentation that includes analyst slides showing the expert-validated value of your product. Here’s a slide we made for AWS Financial Services that uses IDC research to back up claims.  

Analyst research and key findings play a big role in establishing trust in your brand. Don’t let those stats and achievements gather dust. We can help you maximize the ROI of your analyst reports for a big ‘ole economic impact (see what we did there?). 

By Katy Nally

Image by Rachel Adams

Transitioning from the free-trial stage to a paid subscription model is a big leap for your customers. This major decision is the culmination of hundreds of positive interactions they’ve had with your brand. The fact that they’re now paying customers signifies you’ve earned their trust and they believe in your product. 

Well done, marketing heroes! 😊 So, how did you do it? Chances are, you developed well-positioned content along the buying journey that showed a deep understanding of the customer’s challenges, demonstrated the value of your brand, and framed your ideas in a way that was worth listening to. 

With trust coming under the microscope this year for big tech companies, establishing trust with your audience through precise content marketing will be key. Here are the top assets that can help you build trust—all the way from awareness to conversion. 

Thought leadership blogs prove you’re defining the industry 

Ghostwrite blogs from your CTO, CIO, or other C-suite executives. This signals to customers that your leadership has a defined product vision and path to get there. Interview your team members to capture high-level perspectives that demonstrate their authority on subjects. 

Pro tip from our team: Try a Q&A format that gives you the freedom to cover a wide range of topics and comes together quickly. 

Ebooks and playbooks answer common questions

Tailor your deep-dive content so that it responds to the challenges customers face in particular stages of the funnel. If they’re just looking to learn more, keep it light and easy to navigate. If they’re evaluating your product against competitors, give them the technical details that make your product stand out. 

Pro tip from our team: Gather insights from top sellers and customer success managers to truly understand blockers along the buying journey, then structure your ebook around them. The clearer you are on what customers are getting and why they should care, the more trust you build in your brand. 

Case studies showcase success within the customer’s industry 

Find compelling customer stories, then dig for pithy quotes and validating metrics. If it’s a great story, give it legs. Start with a written version so you know the main points, then turn it into a video testimonial. Once you’ve established a relationship with that customer, they can join webinars and co-present at conferences. 

Pro tip from our team: Do the legwork upfront to ensure the customer has actually used your product, achieved success, and will discuss it publicly. 

Product demos give customers a taste of what your product does 

Deliver a curated version of your product that showcases 3–5 features or experiences that users love. These demos walk through real-world use cases from your existing customers and illustrate tangible benefits. Being able to see firsthand what your product can do alleviates concerns and layers on the trust. 

Pro tip from our team: Link your product demo as a CTA in complementary assets like case studies to move customers through the funnel. 

Hopefully this list sparks some ideas on how to build trust with your audience. And if you need help thinking through the content journey, we’re here for you. Now go get ’em, marketing heroes! 

By Aaron Wendel

Image by Emily Zheng

The elevator pitch is dead—what you need is a promo reel. At least, that’s what we’ve created to introduce ourselves to prospective clients and help them get a better sense of what we offer. Our latest reel tells a broad 2A story using recent examples of work—everything from eye-catching animations to impactful keynotes to long-format whitepapers. It’s a jam-packed 66 seconds in which you might see something you recognize! 

This release marks the sixth reel we’ve created for 2A in the past year. Why six, you may ask? Because we had so much to cover! The other reels we created are tailored to specific clients and deliverables. They’re all about a minute long and they showcase dozens of marketing assets. 

Promo reels bring the sizzle and get our team jazzed  

Each reel is a moment-in-time snapshot that demonstrates how much we continue to grow and evolve, which makes them effective as internal and external promoters. Like any internal promotional piece, the reels are inherently aspirational, while also taking into consideration areas for future growth. With the latest release, you can see the impact of smaller partner brands among our core clients and how that pushes us into new spaces. As an agency, we’re excited about these new influences! They keep us sharp and good at what we do best—ramping up quickly and delivering compelling content. 

Of course, no single reel captures everything that makes us unique, and not all of what we do can be captured in a quick clip. Sometimes the value of the work we provide comes from a strategy that puts ideas into motion, how that strategy scales, or what story it tells. Overall, though, these reels reflect what we’re capable of as a team and are a great opportunity to see our ever-evolving body of work. We hope you find watching them as fun and inspiring as we do!