FEATURED ARTICLES
Advice on asking the right questions about an agency’s operations and strategy before you outsource any B2B marketing activities.
- What Not To Write About: 4 Content Marketing Traps To Avoid
- B2B Content Marketing Is The New And Improved Trade Show Floor
- The Sales Funnel Is Not The Buyer’s Journey
- A New & Improved B2B Publishing Model
- 5 Stages Of B2B Content Marketing Maturity
- Inside An OEM’s Buyer’s Journey For Manufacturing Partnerships
- How To Explain Content Marketing To Sales & Executive Teams
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![Magnet]( "Creating Brand Awareness With B2B Content Marketing")
Creating Brand Awareness With B2B Content MarketingAn effective content marketing strategy can do more than generate demand; it can create brand awareness without breaking the bank like traditional marketing tactics.
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![executive boxing defeated]( "The Best Content Marketing Can’t Outperform Bad Sales Follow-up")
The Best Content Marketing Can’t Outperform Bad Sales Follow-upA perfectly executed content marketing strategy won’t lead to more revenue unless sales follow-up is existent, effective, and consistent.
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![light bulb meeting]( "The New Definition Of Leads For B2B Marketers")
The New Definition Of Leads For B2B MarketersAll leads are not created equal. Understanding the difference between marketing qualified leads, sales qualified leads, sales ready leads, and sales winnable leads is essential in B2B environments.
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![Checkmarks]( "The Case Against Negative Lead Scoring")
The Case Against Negative Lead ScoringA real-world example of how an unbiased third party can right-angle check existing marketing processes.
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![Sales funnel]( "4 Reasons Your Marketing Isn’t Creating Sales Winnable Leads")
4 Reasons Your Marketing Isn’t Creating Sales Winnable LeadsSome leads are better than others, yet certain B2B content marketing tactics and strategies will only ever generate low-quality opportunities that will result in frustrated sales teams.
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![think differently]( "Thinking Beyond Net-New Leads: Part 1")
Thinking Beyond Net-New Leads: Part 1Infatuation 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.”
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![winnable lead]( "Give Your Lead Scoring A Soul")
Give Your Lead Scoring A SoulEffective lead scoring requires a hands-on approach where industry expertise and an understanding of the buyer’s journey take precedence over automation.
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![Typewriter]( "Lessons Learned By A 40-Year-Old B2B Publisher")
Lessons Learned By A 40-Year-Old B2B PublisherThe way buyers consume information has changed, but not all B2B publishing models have adapted.
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![Compass-Journey]( "Understanding The Early, Middle, And Late Stages Of The B2B Buyer’s Journey")
Understanding The Early, Middle, And Late Stages Of The B2B Buyer’s JourneyA step-by-step guide to help suppliers create and distribute content that truly helps prospects and customers throughout the entire buyer’s journey.
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![Sales Frustration]( "What To Do With Those Content Marketing Leads")
What To Do With Those Content Marketing LeadsAsk yourself (and your sales team) these 4 questions when formulating a follow-up plan for B2B buyers who engage with your content.
GUEST CONTRIBUTORS
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![Content Marketing]( "Why You Can't Afford To Ignore Content Clusters")
A content cluster provides context as well as a logical path for readers.
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![The Pitfalls Of Too Much Self-Promotion]( "Why Your Content Creation Strategy Needs Buyer-Centric Research")
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.
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![question marks]( "What Does Enough Thought Leadership Look Like In Content Marketing?")
There is a critical minimum volume of content that B2B marketers need to earn thought leadership status on a narrative.
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![Train tracks]( "The Trouble With Silos")
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.
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![Confusion]( "Communicating Your Value In The Information Age")
Communicating your value in The Information Age means giving your prospect what they need rather than what you want.
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![Aerial View of Business Meeting]( "From The Editor: What A Marketer Learned From Sales Meetings")
From The Editor: What A Marketer Learned From Sales MeetingsMany 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.
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![Grass]( "From The Editor: The Necessity Of Marketing Maintenance")
From The Editor: The Necessity Of Marketing MaintenanceDon’t go dark on your buyers, even if they aren’t buying right now.
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![Dog Suitcase Events]( "From The Editor: Will B2B Marketers Flinch When Trade Shows Are Back?")
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?
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![Marketing Ideas For Your MSP]( "A Content Marketing Cheat Sheet For Non-Marketers")
A Content Marketing Cheat Sheet For Non-MarketersCommonly used content marketing terms and FAQs to help marketers explain content marketing to their sales reps and executive team.
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![Crowd-People-iStock-1065178846]( "From The Editor: An Insider’s Take On B2B Events")
From The Editor: An Insider’s Take On B2B EventsI 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.
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![time for new content]( "From The Editor: Welcome To FollowYourBuyer.com")
From The Editor: Welcome To FollowYourBuyer.comA note from our chief editor, Abby Sorensen.
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![data meeting]( "From The Editor: Do Your Marketing Reports Actually Matter?")
From The Editor: Do Your Marketing Reports Actually Matter?Marketers can prove their value to sales and executive teams by showing data-driven metrics that are important (not just interesting) to the overall goals of the organization.
NEWSLETTER ARCHIVE
- 04.14.21 -- Creating Content Is Half The Battle (But It Doesn’t Win The Buyer Attention War)
- 04.07.21 -- 3 Real Life B2B Content Marketing Strategies Driving Big Results
- 03.31.21 -- Creating Brand Awareness With B2B Content Marketing
- 03.24.21 -- It's Time To Rethink Your Content Approval Process
- 03.17.21 -- A Content Marketing Cheat Sheet For Non-Marketers
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.