FEATURED ARTICLES

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.

• A Guide For Mapping Content To The B2B Buyer's Journey
• 5 Ways To Improve Your Content Strategy

• The New Definition Of Leads For B2B Marketers
• Behavioral Analytics: An Overview For B2B Marketers
• 3 Keys To Ditching The Marketing Speak And Developing Relevant B2B Content
• Write For Someone, Not For Everyone
• Creating Content Is Half The Battle (But It Doesn’t Win The Buyer Attention War)
• Content Marketing Is...
• Recycled Content: Giving New Life To Your B2B Marketing Strategy

• The Case Against Negative Lead Scoring

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

• Sales Follow-Up: Where B2B Content Marketing Goes Wrong

  A real-life example of how bad sales follow-up can ruin even the best content marketing strategy.

• 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.”

• A New & Improved B2B Publishing Model

  An effective publishing model today involves uncovering buyer intent using a reader-centric philosophy backed by data analytics. If that sounds complicated, it’s because it is.

• The Data Problem Marketers Don’t Know They Have

  B2B marketing and sales teams have robotic data-related issues that are silently wreaking havoc on their ability to understand buyer’s journeys and engage their prospects.

• It’s Time To Rethink Your Content Approval Process

  If you want to improve your content marketing strategy, start by streamlining how content moves from draft to delivery.

• Humanize Your Marketing With Buyer Personas

  Remember, we’re all people first. Bring that mindset to your content marketing strategy and you will create meaningful, lasting relationships with your customers.

• 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.

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

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

• 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.