Blog: "Marketing vs. Spin " / by John Willoughby

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Article: "Trust but Verify: A Lesson for Software Buyers" / New Jersey Tech Council TechWire / by John Willoughby

When you license software, you depend on critical applications to run your business that are outside your control. Even with the best and most cordial of business relationships there is still plenty of potential for error. Where exactly does verification fit into the escrow process and how does it work?

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Article: "Telling tales: How testimonials work" / originally published in B2B Magazine / by John Willoughby

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White Paper: "Credibility programs: The Effective Use of Customer Success Stories" / by John Willoughby

How important are customer success stories really? Research by social psychologists Muzafer Sherif, Solomon Asch and others show that this often overlooked credibility tool is actually a key part to any effective marketing program. Customer testimonials can drive both new business and help proliferate within existing customers.

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Article: "Darwin's Theories on Electronic Design" / Chip Design Magazine / by John Willoughby

The move to SaaS solutions for business tools is driving the next level of evolution. Companies that embrace the change will survive and thrive; those that don’t will add to the pile of bones from our extinct ancestors.