FEATURED ARTICLES

GUEST CONTRIBUTORS

Perry-Rearick-Chief-Editor
  • Are You Transforming? Your Buyers Are!

    Transformation has earned buzzword status in modern B2B marketing and sales vernacular. B2B organizations are undergoing digital transformation, sales transformation, business transformation, and perhaps a few others too. But what’s behind the buzz? Buyers!

  • Taking Our Own Buyer’s Journey In Search Of Marketing Technology

    Last year, B2B companies allocated over 26% of their marketing budgets to technology and Forrester estimates that over $25billion will be spent globally on marketing automation technology alone in 2023.1 What that tells me is that many of us will be embarking on our own buyers’ journeys in the next year or two.

  • Is Your B2B Social Media Program Like A Self-Licking Ice Cream Cone?

    For years when a B2B company expressed an interest in starting a social media program, I often cautioned them that it was like a self-licking ice cream cone. Were they prepared to continuously put fresh scoops of content on their page? However, my advice was wrong!

  • Is It Time To Defrag Your MarTech Stack?

    At any point on a typical day, at least a dozen applications are open my computer. Adopting each one came only after careful consideration, but each was primarily evaluated on its own merits and its ability to integrate with other applications received less attention. Over time it became fragmented and my MarTech stack looked more like a Jenga tower on the verge of collapse. If your experience is similar, it might be time to defragment your suite of marketing technology tools. 

  • Getting Better Results With B2B Thought Leadership Content

    B2B companies that have embraced content marketing using thought leadership inevitably wonder if it really makes a difference for their businesses. If you read our first article on this topic, you learned that thought leadership does influence buying decisions. This article examines how we can more effectively engage buyers with thought leadership and achieve better results.

  • Reframing The Relationship Between B2B Sales And Marketing

    Exploring ways to improve the relationship between sales and marketing in B2B businesses is like venturing into the Sahara on foot without water. Rarely do business leaders intentionally set out to change marketing and sales operations, to include organizational structure and processes. We too easily retreat to the risk-free zone of “but that’s the way we’ve always done it.” However, the harsh truth is that this modus operandi is fraught with risk.  

  • Are Your Marketing Tactics Supporting Your Business Strategy? If You’re Not Sure, Try Task And Purpose

    I speak with a lot of B2B marketing professionals who describe their work as trying to manage chaos. Unrealistic deadlines, constantly changing priorities, emergency press releases that never get approved for distribution, and tradeshow collateral that must be created and overnighted are all in a typical day’s work. I’ve been in newsrooms less frenzied.

    Marketing is intended to be the process organizations use to engage target audiences, nurture customer relationships, develop business, and, ultimately, generate revenue. But too many organizations are drowning in tactics that are not linked to their business strategy. To gain clarity, think task and purpose.

TWO MINUTE TIPS

  • B2B marketing messages ought to be as simple as the Beatles White Album.

  • I happen to think the B2B buyer's journey is one that takes them along unclear paths, places obstacles unexpectedly in their way, and forces them to make critical decisions. It's more like a back country hike! 

  • B2B content material comes in many forms and storytelling is one that we often get wrong. Its time to make it better!

  • Entering the final month of the year marks the beginning of reflecting season for many of us that culminates with a list of personal New Year's resolutions. But have you considered doing the same for you and your team at work?

  • What do we write about? That is the most common question I hear from B2B marketing teams employing, or wanting to employ, a content marketing component to their strategy. It is a valuable question and deserves our best efforts!

  • A lot of B2B companies who have been executing content marketing strategies for a while tell me they feel a little lost and they’re not sure where to go.

  • Research indicates buyers are investing more time in understanding sellers. How much time do you put into understanding your buyers? 

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.