Follow Your Buyer
FEATURED ARTICLES
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
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![Data Analytics 450x300]( "Behavioral Analytics: An Overview For B2B Marketers")
Behavioral Analytics: An Overview For B2B MarketersA perfect B2B marketing world of identifying purchasing intent isn’t as far-fetched as it seems thanks to advancements in behavioral analytics.
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![Warning-Explanation-Point-iStock-1081925728]( "What Not To Write About: 4 Content Marketing Traps To Avoid")
What Not To Write About: 4 Content Marketing Traps To AvoidIt 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.
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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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![Think Different2]( "Thinking Beyond Net-New Leads: Part 2")
Thinking Beyond Net-New Leads: Part 2Don’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.
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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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![Person Puzzle Pieces]( "2 Missing Pieces Of Your Marketing Attribution Puzzle")
2 Missing Pieces Of Your Marketing Attribution PuzzleMeasuring ROI in B2B marketing is easier with multi-touch and multi-contact attribution models that shed light on the entire buyer’s journey.
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![Sales funnel]( "4 Reasons Your Marketing Isn’t Creating Sales Winnable Leads")
4 Reasons Your Marketing Isn’t Creating Sales Winnable LeadsSome 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.
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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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![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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![Business Meeting Presentation]( "How To Get SMEs To Play For Your Content Marketing Team")
How To Get SMEs To Play For Your Content Marketing TeamTips for explaining content marketing to the subject matter experts who can make or break your content strategy.
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.
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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.