Articles by Abby Sorensen
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From The Editor: The Necessity Of Marketing Maintenance
9/30/2020
Don’t go dark on your buyers, even if they aren’t buying right now.
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The Case Against Negative Lead Scoring
9/30/2020
A real-world example of how an unbiased third party can right-angle check existing marketing processes.
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How To Get SMEs To Play For Your Content Marketing Team
9/30/2020
Tips for explaining content marketing to the subject matter experts who can make or break your content strategy.
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The B2B Buyer’s Journey: Explained
9/30/2020
Understanding how B2B buying works is the first step to building sales and marketing processes that work. This 5-minute read can help you take that critical first step.
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The New Normal In B2B Marketing Is Already Here
9/30/2020
This is a watershed moment for B2B marketers to reallocate marketing budgets to better align with the buyer's journey.
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2 Missing Pieces Of Your Marketing Attribution Puzzle
9/30/2020
Measuring ROI in B2B marketing is easier with multi-touch and multi-contact attribution models that shed light on the entire buyer’s journey.
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6 Reasons Your B2B Content Marketing Isn't Working (And How To Fix It)
9/30/2020
There are plenty of reasons why B2B content marketing fails to produce desired results, and the first step to getting back on track is understanding what, exactly, your problem areas are.
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What To Do With Those Content Marketing Leads
9/30/2020
Ask yourself (and your sales team) these 4 questions when formulating a follow-up plan for B2B buyers who engage with your content.
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Recycled Content: Giving New Life To Your B2B Marketing Strategy
9/30/2020
Marketers might think content is stale, but buyers are so swamped with information that recycled content can still be a breath of fresh air when it is sent often enough to catch their attention.
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How To Explain Content Marketing To Sales & Executive Teams
9/30/2020
Content marketing might not be a new concept for marketers, but it usually is for sales teams, and that's why marketers need to take the initiative to educate their colleagues about what it is and how it works.