Newsletter | December 2, 2020

12.02.20 -- Is 2021 The Year Of No B2B Marketing Campaigns?

  In This Issue:  



B2B marketers need to take a collective deep breath. 2021 is going to be different, and it's hard to plan for different. But we all know B2B marketers like to have a plan. Inhale.


But is your plan holding you back? Are your campaigns boxing you in? Do your calendars mirror your buyer's needs? Are your reports superficial? Exhale.


In this week's featured article, we're reminded that buyers don't care about your timetable. Maybe it's time to shake up -- or even abandon -- those set-in-stone plans, campaigns, and calendars.


Thanks for reading,




Abby Sorensen

Chief Editor | Follow Your Buyer


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.

Looking For An Editorial Calendar? You Won't Find One Here

If you’re only actively marketing a few times each year based on an editorial calendar, then there’s a good chance you’ll miss out on the start of a buyer’s journey.

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.

B2B Marketing Around The Web
Write To Reward Your Reader

"People may say they love complexity, but they’re usually praising wine, not prose. So favor simple words, simple sentences, and above all, distilling simple concepts from complex ones," writes Bill Birchard in this article for the Harvard Business Review. Whether you're working on a white paper or a sales follow-up email, this refresher on effective writing is worth the read.

B2B Marketing During "These Unprecedented Times"​ Is Exactly Where It Was Headed Anyway

"Simply put, buyer enablement helps buyers buy. We were headed in this direction pre-pandemic. Now, it's incumbent on marketing teams to create content that helps to simplify a buyer's decision." Katie Martell published this outstanding article on LinkedIn back in May, and it rings even more true as we near the end of a tumultuous year.