Follow Your Buyer
Sales and marketing dysfunction can boil down to not having understanding or empathy for each other’s job.
- Understanding The Early, Middle, And Late Stages Of The B2B Buyer’s Journey
- 6 Reasons Your B2B Content Marketing Isn't Working (And How To Fix It)
- Imagining An Ideal Application Of Behavioral Analytics In B2B Marketing
- A New & Improved B2B Publishing Model
- What Should We Write About? Advice For Choosing The Best Content Marketing Topics
- What To Do With Those Content Marketing Leads
- Expedite Your Content Approval Process With These 5 Questions
Behavioral Analytics: An Overview For B2B Marketers
A perfect B2B marketing world of identifying purchasing intent isn’t as far-fetched as it seems thanks to advancements in behavioral analytics.
What Not To Write About: 4 Content Marketing Traps To Avoid
It will only take 2-3 minutes to read this article. But a much larger time investment is required to take a close, critical look at an existing content library and plans for new content creation to evaluate whether content falls into these traps.
The New Definition Of Leads For B2B Marketers
All leads are not created equal. Understanding the difference between marketing qualified leads, sales qualified leads, sales ready leads, and sales winnable leads is essential in B2B environments.
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 Press Releases Reveal About The State Of B2B Marketing
Four steps to help B2B marketers and agencies stop wasting precious resources on press releases.
2 Missing Pieces Of Your Marketing Attribution Puzzle
Measuring ROI in B2B marketing is easier with multi-touch and multi-contact attribution models that shed light on the entire buyer’s journey.
4 Reasons Your Marketing Isn’t Creating Sales Winnable Leads
Some leads are better than others, yet certain B2B content marketing tactics and strategies will only ever generate low-quality opportunities that will result in frustrated sales teams.
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.”
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).
How To Get SMEs To Play For Your Content Marketing Team
Tips for explaining content marketing to the subject matter experts who can make or break your content strategy.
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.