A perfectly executed content marketing strategy won’t lead to more revenue unless sales follow-up is existent, effective, and consistent.
- 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.
A content cluster provides context as well as a logical path for readers.
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.
There is a critical minimum volume of content that B2B marketers need to earn thought leadership status on a narrative.
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 means giving your prospect what they need rather than what you want.
From The Editor: 2021 B2B Marketing Predictions
It’s time to face the music: We won’t be dancing at trade shows anytime soon.
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.
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?
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: 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.
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.