Follow Your Buyer
A real-world example of how an unbiased third party can right-angle check existing marketing processes.
- It’s Time To Rethink Your Content Approval Process
- The B2B Buyer’s Journey: Explained
- The New Definition Of Leads For B2B Marketers
- What To Do With Those Content Marketing Leads
- What Should We Write About? Advice For Choosing The Best Content Marketing Topics
- Understanding The Early, Middle, And Late Stages Of The B2B Buyer’s Journey
- B2B Content Marketing Is The New And Improved Trade Show Floor
Marketers Are From Mars And Sales Reps Are From Venus
Sales and marketing dysfunction can boil down to not having understanding or empathy for each other’s job.
Follow Your Buyer: An Introduction For Innovative B2B Marketers
We think marketers – when armed with the right strategy and actionable data – are the lifeblood of successful B2B companies. The Follow Your Buyer methodology reminds marketers why that is true. It’s a methodology developed from more than four decades as a B2B publisher, with insights gleaned from some of the brightest minds in B2B sales and marketing.
Thinking Beyond Net-New Leads: Part 1
Infatuation with net-new leads means lost opportunities, so B2B marketers need to push back when the sales team undervalues lead intelligence on prospects they “are already working.”
Give Your Lead Scoring A Soul
Effective lead scoring requires a hands-on approach where industry expertise and an understanding of the buyer’s journey take precedence over automation.
The New Normal In B2B Marketing Is Already Here
This is a watershed moment for B2B marketers to reallocate marketing budgets to better align with the buyer's journey.
The Risk Of Confusing Thought Leadership With Selling
B2B buyers engage with – and find immense value in –thought leadership content, but only when marketers focus on helping during the early stages of the buyer’s journey (not on selling).
Lessons Learned By A 40-Year-Old B2B Publisher
The way buyers consume information has changed, but not all B2B publishing models have adapted.
Creating Brand Awareness With B2B Content Marketing
An effective content marketing strategy can do more than generate demand; it can create brand awareness without breaking the bank like traditional marketing tactics.
8 Tips For Vetting Your Marketing Agency
Advice on asking the right questions about an agency’s operations and strategy before you outsource any B2B marketing activities.
Leads Aren’t Buyers: Tracking Companywide Engagement In B2B Marketing
Your sales teams can’t sell to a "lead." The B2B purchasing process involves groups of buyers, not individual leads. So let's stop obsessing over individual leads and start looking at the entire buyer’s journey.
Why Your Content Creation Strategy Needs Buyer-Centric Research
Choosing the content themes that will best drive buyer engagement used to be an educated guessing game, but now it can be an exact science thanks to primary research.
What Does Enough Thought Leadership Look Like In Content Marketing?
There is a critical minimum volume of content that B2B marketers need to earn thought leadership status on a narrative.
The Trouble With Silos
No one gets excited about adding another meeting to their schedule, but the right kind can offer immediate improvement if you suspect important information is getting trapped in your separate marketing and sales silos.
Communicating Your Value In The Information Age
Communicating your value in The Information Age means giving your prospect what they need rather than what you want.
Outcomes Driven Marketing (ODM): A Model for Business Growth In The Information Age
A Model for Business Growth In The Information Age.
From The Editor: What A Marketer Learned From Sales Meetings
Many complain about the disconnect between sales and marketing, but few will take the first step to bridge the gap by attending each other's regular meetings.
From The Editor: The Necessity Of Marketing Maintenance
Don’t go dark on your buyers, even if they aren’t buying right now.
A Content Marketing Cheat Sheet For Non-Marketers
Commonly used content marketing terms and FAQs to help marketers explain content marketing to their sales reps and executive team.
From The Editor: Will B2B Marketers Flinch When Trade Shows Are Back?
Will in-person events go back to eating up a disproportionate share of their budgets? Will content creation come to a grinding halt, causing company blog pages to appear frozen in time?
From The Editor: An Insider’s Take On B2B Events
I love B2B events, sales reps love events, some marketers love events – but that doesn't mean events should eat up so much budget that you can’t effectively reach your target prospects in other, more cost-effective ways.
From The Editor: Welcome To FollowYourBuyer.com
A note from our chief editor, Abby Sorensen.
From The Editor: 2021 B2B Marketing Predictions
It’s time to face the music: We won’t be dancing at trade shows anytime soon.
A framework to fueling sustained growth by linking marketing with market opportunity via long-term, strategic thinking. This deep-thinking exercise will guide and refine your content marketing plan. Download the Engagement Engine worksheets today and get started.