Follow Your Buyer
FEATURED ARTICLES
The increasing complexity of B2B buying means marketers can no longer afford to only focus on individual leads.
- What Should We Write About? Advice For Choosing The Best Content Marketing Topics
- How To Get SMEs To Play For Your Content Marketing Team
- The Case Against Negative Lead Scoring
- The New Normal In B2B Marketing Is Already Here
- Marketers Are From Mars And Sales Reps Are From Venus
- Follow Your Buyer: An Introduction For Innovative B2B Marketers
- How To Explain Content Marketing To Sales & Executive Teams
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![Compass-Journey]( "Understanding The Early, Middle, And Late Stages Of The B2B Buyer’s Journey")
Understanding The Early, Middle, And Late Stages Of The B2B Buyer’s JourneyA step-by-step guide to help suppliers create and distribute content that truly helps prospects and customers throughout the entire buyer’s journey.
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![Microphone-Audience]( "The Value Of Audience Access")
The Value Of Audience AccessBeing a successful B2B marketer hinges on getting your content in front of an engaged audience of your buyers.
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![Leading The Fleet]( "The Risk Of Confusing Thought Leadership With Selling")
The Risk Of Confusing Thought Leadership With SellingB2B 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).
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![think differently]( "Thinking Beyond Net-New Leads: Part 1")
Thinking Beyond Net-New Leads: Part 1Infatuation 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.”
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![RollerCoaster]( "5 Stages Of B2B Content Marketing Maturity")
5 Stages Of B2B Content Marketing MaturityRegardless of company size, industry, or experience, most B2B marketers go through these 5 stages of content marketing competency and maturity.
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![What you need to know lightbulb]( "What Press Releases Reveal About The State Of B2B Marketing")
What Press Releases Reveal About The State Of B2B MarketingFour steps to help B2B marketers and agencies stop wasting precious resources on press releases.
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![Sales Frustration]( "What To Do With Those Content Marketing Leads")
What To Do With Those Content Marketing LeadsAsk yourself these 4 questions when formulating a follow-up plan for buyers who engage with your content.
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![Paper]( "Recycled Content: Giving New Life To Your B2B Marketing Strategy")
Recycled Content: Giving New Life To Your B2B Marketing StrategyMarketers 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.
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![light bulb meeting]( "The New Definition Of Leads For B2B Marketers")
The New Definition Of Leads For B2B MarketersAll 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.
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![Business meeting]( "8 Tips For Vetting Your Marketing Agency")
8 Tips For Vetting Your Marketing AgencyAdvice on asking the right questions about an agency’s operations and strategy before you outsource any B2B marketing activities.
GUEST CONTRIBUTORS
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![The Pitfalls Of Too Much Self-Promotion]( "Why Your Content Creation Strategy Needs Buyer-Centric Research")
Why Your Content Creation Strategy Needs Buyer-Centric ResearchChoosing 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.
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![question marks]( "What Does Enough Thought Leadership Look Like In Content Marketing?")
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.
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![Train tracks]( "The Trouble With Silos")
The Trouble With SilosNo 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.
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![Confusion]( "Communicating Your Value In The Information Age")
Communicating Your Value In The Information AgeCommunicating your value in The Information Age means giving your prospect what they need rather than what you want.
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![Climbing ladder]( "Outcomes Driven Marketing (ODM): A Model for Business Growth In The Information Age")
Outcomes Driven Marketing (ODM): A Model for Business Growth In The Information AgeA Model for Business Growth In The Information Age.
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![Aerial View of Business Meeting]( "From The Editor: What A Marketer Learned From Sales Meetings")
From The Editor: What A Marketer Learned From Sales MeetingsMany 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.
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![Grass]( "From The Editor: The Necessity Of Marketing Maintenance")
From The Editor: The Necessity Of Marketing MaintenanceDon’t go dark on your buyers, even if they aren’t buying right now.
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![Marketing Ideas For Your MSP]( "A Content Marketing Cheat Sheet For Non-Marketers")
A Content Marketing Cheat Sheet For Non-MarketersCommonly used content marketing terms and FAQs to help marketers explain content marketing to their sales reps and executive team.
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![Dog Suitcase Events]( "From The Editor: Will B2B Marketers Flinch When Trade Shows Are Back?")
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?
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![Crowd-People-iStock-1065178846]( "From The Editor: An Insider’s Take On B2B Events")
From The Editor: An Insider’s Take On B2B EventsI 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.
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![time for new content]( "From The Editor: Welcome To FollowYourBuyer.com")
From The Editor: Welcome To FollowYourBuyer.comA note from our chief editor, Abby Sorensen.
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![Outlook-Forecast]( "From The Editor: 2021 B2B Marketing Predictions")
From The Editor: 2021 B2B Marketing PredictionsIt’s time to face the music: We won’t be dancing at trade shows anytime soon.
ENGAGEMENT ENGINE
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.