Articles by Abby Sorensen

  1. A Guide For Mapping Content To The B2B Buyer's Journey 4/20/2021

    Creating, classifying, and analyzing content according to the stages of the buyer's journey enables marketers to identify potential buying activity and share that valuable insight with their sales team.

  2. Creating Content Is Half The Battle (But It Doesn’t Win The Buyer Attention War) 4/12/2021

    B2B marketers are often too enamored with driving traffic to their website instead of distributing content where your buyers are more likely to engage with it.

  3. The Data Problem Marketers Don’t Know They Have 2/16/2021

    B2B 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.

  4. How A Small B2B Marketing Team Secured Over $28M In Quotes In Less Than A Year 1/26/2021

    Adapting to the new normal by replacing trade shows with a content marketing program helped close $6 million+ in new business.

  5. Inside An OEM’s Buyer’s Journey For Manufacturing Partnerships 11/16/2020

    This behind-the-scenes look at one drug delivery device OEM’s two-year buyer’s journey represents the complexities involved in evaluating suppliers.

  6. The Engagement Engine: An Exercise For Content Marketing Success 9/30/2020

    A framework to fueling sustained growth by linking marketing with market opportunity via long-term, strategic thinking.

  7. From The Editor: What A Marketer Learned From Sales Meetings 9/30/2020

    Many 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.

  8. The Risk Of Confusing Thought Leadership With Selling 9/30/2020

    B2B buyers engage with – and find immense value in –thought leadership content, but only when marketers focus on helping during the early stages of the buyer’s journey (not on selling).

  9. Give Your Lead Scoring A Soul 9/30/2020

    Effective lead scoring requires a hands-on approach where industry expertise and an understanding of the buyer’s journey take precedence over automation.

  10. Understanding The Early, Middle, And Late Stages Of The B2B Buyer’s Journey 9/30/2020

    A step-by-step guide to help suppliers create and distribute content that truly helps prospects and customers throughout the entire buyer’s journey.