Follow Your Buyer

FEATURED ARTICLES

The Case Against Negative Lead Scoring

A real-world example of how an unbiased third party can right-angle check existing marketing processes.

• Inside An OEM’s Buyer’s Journey For Manufacturing Partnerships
• How To Get SMEs To Play For Your Content Marketing Team

• It’s Time To Rethink Your Content Approval Process
• The B2B Buyer’s Journey: Explained
• The New Definition Of Leads For B2B Marketers
• What To Do With Those Content Marketing Leads
• What Should We Write About? Advice For Choosing The Best Content Marketing Topics
• Understanding The Early, Middle, And Late Stages Of The B2B Buyer’s Journey
• B2B Content Marketing Is The New And Improved Trade Show Floor

• 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.

• Follow Your Buyer: An Introduction For Innovative B2B Marketers

  We think marketers – when armed with the right strategy and actionable data – are the lifeblood of successful B2B companies. The Follow Your Buyer methodology reminds marketers why that is true. It’s a methodology developed from more than four decades as a B2B publisher, with insights gleaned from some of the brightest minds in B2B sales and marketing.

• 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.”

• Give Your Lead Scoring A Soul

  Effective lead scoring requires a hands-on approach where industry expertise and an understanding of the buyer’s journey take precedence over automation.

• The New Normal In B2B Marketing Is Already Here

  This is a watershed moment for B2B marketers to reallocate marketing budgets to better align with the buyer's journey.

• 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).

• Lessons Learned By A 40-Year-Old B2B Publisher

  The way buyers consume information has changed, but not all B2B publishing models have adapted.

• Creating Brand Awareness With B2B Content Marketing

  An effective content marketing strategy can do more than generate demand; it can create brand awareness without breaking the bank like traditional marketing tactics.

• 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.

• Leads Aren’t Buyers: Tracking Companywide Engagement In B2B Marketing

  Your sales teams can’t sell to a "lead." The B2B purchasing process involves groups of buyers, not individual leads. So let's stop obsessing over individual leads and start looking at the entire buyer’s journey.