Newsletter | March 17, 2021

03.17.21 -- A Content Marketing Cheat Sheet For Non-Marketers

  In This Issue:  


One of the things I enjoy most about the Follow Your Buyer community is our readers are in both marketing and sales roles. Marketers need to embrace their business development colleagues as they navigate learning new ways to connect with prospects, leverage content, and understand the buyer's journey.


Some content marketing dictionaries include dozens, even hundreds of terms. Sales teams on the receiving end of content marketing leads don't need to know about things like canonicalization. They need to know these basics, which are outlined in this week's featured article.


Thanks for reading,




Abby Sorensen

Chief Editor | Follow Your Buyer


A Content Marketing Cheat Sheet For Non-Marketers

Check out this list of commonly used content terms and FAQs designed for sales reps and executive team members to learn the marketing ropes.

What To Do With Those Content Marketing Leads

Ask yourself (and your sales team) these 4 questions when formulating a follow-up plan for B2B buyers who engage with your content.

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.

B2B Marketing Around The Web
10 Truths About Marketing After The Pandemic

Janet Bales writes, "For sales and marketing leaders in B2B organizations, this has necessitated a serious recasting of talent to identify people best suited to driving relationships in this new world of online interactions — a world that relies less on charm (and even an expense account) and more on insights and solutions." Although this HBR article focuses mostly on B2C, there are some B2B lessons sprinkled in.

Our Questions Are Important To Us, But Do They Get At What The Customer Needs To Express?

David Brock writes, "We focus on the issues most important to us–which tend to focus on our products and services–but may miss the issues that are really critical to the customer." This is often true both in conversations with prospects and in the content we put in front of them. And it's time to change that.