FEATURED ARTICLES

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.

• Recycled Content: Giving New Life To Your B2B Marketing Strategy
• Through The Looking Glass

• How To Get SMEs To Play For Your Content Marketing Team
• What Should We Write About? Advice For Choosing The Best Content Marketing Topics
• Are You Measuring What Matters?
• Are You Managing Your Technology Or Is Your Technology Managing You?
• Applying B2C Predictive Analytics To B2B Marketing
• Sales Follow-Up: Where B2B Content Marketing Goes Wrong
• What To Do With Those Content Marketing Leads

• Marketing Do's & Don'ts When B2B Trade Shows Return

  A global pandemic meant B2B marketers couldn't spend money on in-person events for many months, but will they continue to think outside the box when the temptation returns?

• 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).

• Navigating To Better Results With Your Content Marketing Strategy

  A lot of B2B companies who have been executing content marketing strategies for a while tell me they feel a little lost and they’re not sure where to go.

• The Best Content Marketing Can’t Outperform Bad Sales Follow-up

  A perfectly executed content marketing strategy won’t lead to more revenue unless sales follow-up is existent, effective, and consistent.

• Content Marketing: Four Essential Elements

  There are four things every B2B marketer needs to know and understand to become a successful content marketer. Learn and master these first.

• 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.

• The Value Of Audience Access

  Being a successful B2B marketer hinges on getting your content in front of an engaged audience of your buyers.

• 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.

• The Power Of "What If" Questions

  Questions come in many forms! They can be multiple choice, open and closed ended, leading and mis-leading, funneling, and probing. My favorite are “what if” questions! 

• Think Like A Publisher

  If you are part of a B2B organization that delivers complex solutions that require a long-sales cycle, stop spray-and-pray and think like a publisher.