Case Study: XONEX

Case Study: XONEX (Holden, 2012)

Imagine a richly appointed restaurant with blood-red carpeting, mahogany dining tables, steak knives that could slice through fabric, and wine glasses designed for celebration. In an industry where deals are handshakes made over a three-martini lunch and sales pitch, how does content become king? When traditional sales methods stop working, what does a company that wants to win need to do?

XONEX, a B2B corporate relocation company, found major success with content when their old sales approach of lunches and courting stopped working as well. XONEX administers relocation services on a global level, but sales are focused nationally in the northeast, southeast, and southwest. They have an extremely ...

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