The technology that connects us with valuable information also places us in a constant state of information overload. It is a double-edged sword, both good and evil, helpful and harmful.
Julie Tucker, of BE Offices, says that what we need more than ever is headspace, which is our “capacity to think clearly, without interference.” Without proper headspace, we tend to make bad decisions, our work productivity and quality suffers, and our well-being and mental health is negatively impacted. Julie says the antidote is to “give yourself some headspace.”
Many of you right now are nodding your heads recognizing that you could use some headspace to gain clarity on what really matters to your business, your marketing operations, your business development strategy, and your work. So, set aside that to-do list for a moment.
Each edition of our newsletter is an opportunity to take a deep breath and immerse yourself in insights and best practices to help you grow your business, more effectively engage your target audiences, communicate your solutions more clearly, and create more customers for life. No sales pitches, no cost, no hidden agenda, no kidding!
Our life’s work is to help you discover and adopt a better way, Follow Your Buyer!
What skills and character traits do you find most valuable for your B2B marketing and sales team? Are you recruiting, testing for, and hiring people with these character traits? Are you developing and rewarding the right skills?
Case studies are a great tool to have in your content marketing toolbox. They tell the story of how you helped resolve a customer’s issue but it’s not you who’s telling the story; it’s your customer.
By Jack Carnahan, Content Marketing Coordinator, Altitude Marketing
A solid B2B demand generation plan is foundational to B2B marketing. But what does this mean, how do you know if it’s working, and what does it really look like in action?
Here is the problem that many of us have. We define the B2B buyer’s journey in three stages: awareness, consideration, and decision. And we define awareness as when a buyer becomes aware of us and our solutions. We then develop content strategies focused on our own products and services which is what buyers seek in the late stages of their journey. We miss the opportunity to build trust with buyers when it is most critical. What we need is a content-marketing strategy that is aligned with the real buyer's journey.
By Adam Lofquist, Founder and CEO, The Lofquist Group
The biggest problem with most customer personas is that they are too vague, organizations are afraid to niche down because they think they are throwing away customers and money. It makes sense, they want to make as much money as they can so why not target everyone. But being vague and broad does not work.
A vocal source of criticism about AI comes from B2B marketers and especially content creators that believe they will be replaced by the likes of ChatGPT. Rather than a threat, could AI be your collaborative partner?
When it comes to your company’s social media presence, it’s like walking into a Baskin Robbins, the choices are numerous, they offer samples, and they’re all delicious. We happily agree to a demo and before we know it, someone is asking us if we’d like those two scoops of LinkedIn Premium in a cup or cone?
My good friend, Todd, is a cold bath enthusiast, an evangelist really, because I now do cold plunges routinely, it helps build resilience. Wait a minute! Resilience? I thought you were either born with it or you weren’t.
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