This is a watershed moment for B2B marketers to reallocate marketing budgets to better align with the buyer's journey.
- Marketers Are From Mars And Sales Reps Are From Venus
- Sales Follow-Up: Where B2B Content Marketing Goes Wrong
- So You Want To Be Your Own Publisher…
- Creating Brand Awareness With B2B Content Marketing
- Marketing Do's & Don'ts When B2B Trade Shows Return
- Content Marketing Is...
- 2 Missing Pieces Of Your Marketing Attribution Puzzle
Write For Someone, Not For Everyone
Developing accurate buyer personas and tailoring content might sound easy, but it’s arguably the most difficult – and the most important – part of the content marketing process.
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.
5 Ways To Improve Your Content Strategy
Your content and communication need to follow one basic principle -- the key to creating successful B2B relationships is by providing your audience with information that they find timely, helpful, and useful. With that as our guiding principle, use these five tips to improve your content strategy.
What Should We Write About? Advice For Choosing The Best Content Marketing Topics
Determining what to write about is one of the biggest challenges for content marketers. Here's how to pick the topics that will truly drive engagement with your target buyers.
Recycled Content: Giving New Life To Your B2B Marketing Strategy
Marketers might think content is stale, but buyers are so swamped with information that recycled content can still be a breath of fresh air when it is sent often enough to catch their attention.
Creating Content Is Half The Battle (But It Doesn’t Win The Buyer Attention War)
B2B marketers are often too enamored with driving traffic to their website instead of distributing content where your buyers are more likely to engage with it.
Who Is Your Marketing Campaign Serving?
Your buyers purchase what they need to purchase when they need to purchase it (not when you decide to run a campaign). So why do B2B marketers structure almost everything they do around campaigns.
How A Small B2B Marketing Team Secured Over $28M In Quotes In Less Than A Year
Adapting to the new normal by replacing trade shows with a content marketing program helped close $6 million+ in new business.
Thinking Beyond Net-New Leads: Part 2
Don’t lose sight of opportunities to upsell, cross-sell, and retain existing customers just because your marketing strategy places too much emphasis on net-new leads.
What Really Is A Buyer Persona?
A buyer persona is a description of a specific person for whom your products and services are intended. It goes beyond statistics and demographics and defines behaviors, motivations, likes/dislikes, traits, etc. Its intent is to help you reach your customers on a human level.
A content cluster provides context as well as a logical path for readers.
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.
There is a critical minimum volume of content that B2B marketers need to earn thought leadership status on a narrative.
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 means giving your prospect what they need rather than what you want.
From The Editor: 2021 B2B Marketing Predictions
It’s time to face the music: We won’t be dancing at trade shows anytime soon.
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.
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?
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: 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.
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.