FEATURED ARTICLES
B2B marketing material does not have a reputation for being deeply engaging, entertaining, or something that strikes an emotional chord with its audience. And like the Twilight Zone, we find emotional B2B marketing hard to understand and fascinating, but few of us are willing to travel there.
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![Science technology iStock-1210883399]( "Know Your Buyer")
Know Your BuyerResearch indicates buyers are investing more time in understanding sellers. How much time do you put into understanding your buyers?
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![GettyImages-sb10065961a-002]( "For (Saint) Pete’s Sake")
For (Saint) Pete’s SakeWe all love underdog stories, small programs outperforming their better-resourced competitors, but underdog stories can deliver so much more than exciting sports.
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![Artificial Intelligence Supply Chain Robot WEB SIZED]( "The Data Problem Marketers Don’t Know They Have")
The Data Problem Marketers Don’t Know They HaveB2B 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.
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![GettyImages-1328073090]( "How Do You Answer The Big Why Question?")
How Do You Answer The Big Why Question?While he was being interviewed once, legendary interviewer Larry King was asked about his approach to questions. His response was that he sought the “why” that drove people to do what they do. “Why“ is a powerful question because it leads to deeper understanding.
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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.
GUEST CONTRIBUTORS
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![Case-Study-GettyImages-528489092]( "Mastering Case Studies: Where To Begin")
Among the various types of content created by content marketers to attract buyers, the case study plays a critical role. It helps the prospect transition from engaged curiosity to visualizing what it might look like to have their problem solved by you, the B2B seller.
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![Customer-Satisfaction-GettyImages-1137299961]( "Customer Centricity")
Customer centricity is a term that has been well used in business over the past decade. But what exactly does it mean? Why should you do it and what benefits can it bring?
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![GettyImages-1259484302]( "Are You Throwing Darts In The Dark With Your Content?")
When you create content for your business, do you stop to think what the goal is? Many people think they need to create content for their business, yet they don’t know why. They are busy drafting a blog post or thoughts for social media, but they lack a plan. Or, if they have a plan, they don’t have a clear objective around what they want their content to accomplish.
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![GettyImages-1335358427]( "Purpose Before Profit")
Purpose Before ProfitUnless you’ve been stranded on a remote island attempting to recreate Tom Hanks’ “Cast Away” experience, you’ve likely noticed how captivated business and society has become with being purpose driven. Being part of something that is bigger than ourselves has not only become popular it is a highly successful business model that helps create memorable brands and loyal customers.
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![GettyImages-866068744]( "Follow, Understand, And Help Your Buyer: The Modern Paradigm For B2B Marketing And Sales")
Follow, Understand, And Help Your Buyer: The Modern Paradigm For B2B Marketing And SalesParadigm is one of those big words that is packed with meaning. It is often used to introduce ideas intended to be epic and have a foundational impact on us. B2B marketing and sales is overserved with tactics and failproof processes to deliver better results. What we need is a modern paradigm, a different way to think about B2B marketing, sales, and our buyers. The paradigm is called follow, understand, and help.
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![GettyImages-671270732]( "Is Your Marketing And Sales Adrift Because Of Your Technology?")
Is Your Marketing And Sales Adrift Because Of Your Technology?The Hudson River flows from the Adirondacks southward to New York Harbor. In some places it is peaceful and picturesque, in others, busy with large commercial ships, high winds, and changing tides. If you’re navigating the river in a small boat, it’s important to pay attention to your surroundings and keep an eye on your destination. A boat that is adrift poses a great danger to itself and its occupants.
THOUGHTS FOR THE WEEK
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![GettyImages-959075700]( "How Well Are You Keeping Up With The Pace Of Change?")
The pace of change impacting B2B companies and their marketing operations is increasing exponentially, and it is being driven by our buyers and the way they make purchasing decisions.
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![GettyImages-1328073090]( "How Do You Answer The Big Why Question?")
While he was being interviewed once, legendary interviewer Larry King was asked about his approach to questions. His response was that he sought the “why” that drove people to do what they do. “Why“ is a powerful question because it leads to deeper understanding.
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![GettyImages-1197153035]( "Do Your Buyers See Themselves In Your Content")
Content marketing is the bomb! However, because of its popularity we’ve created a lot of content, and sadly, much of it is bad.
NEWSLETTER ARCHIVE
- 08.10.22 -- The best of our guest contributors!
- 08.08.22 -- Thought for the Week: How well are you keeping up with the pace of change?
- 08.03.22 -- The experts share their secrets!
- 08.01.22 -- Thought for the Week: Are you the smartest person in the room?
- 07.27.22 -- What is the purpose of your business?
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.