Articles by Abby Sorensen
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A Content Marketing Cheat Sheet For Non-Marketers
9/30/2020
Commonly used content marketing terms and FAQs to help marketers explain content marketing to their sales reps and executive team.
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The Sales Funnel Is Not The Buyer’s Journey
9/30/2020
It’s time B2B marketers start looking for leads about to start a buyer’s journey instead of leads at the bottom of the outdated sales funnel.
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B2B Content Marketing Is The New And Improved Trade Show Floor
9/29/2020
The buyer’s journey has changed, and that’s exactly why B2B marketers need to invest more in content marketing and less in outdated brand awareness activities like trade shows.
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Write For Someone, Not For Everyone
9/29/2020
Developing accurate buyer personas and tailoring content might sound easy, but it’s arguably the most difficult – and the most important – part of the content marketing process.
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5 Stages Of B2B Content Marketing Maturity
9/29/2020
Regardless of company size, industry, or experience, most B2B marketers go through these 5 stages of content marketing competency and maturity.
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Sales Follow-Up: Where B2B Content Marketing Goes Wrong
9/29/2020
A real-life example of how bad sales follow-up can ruin even the best content marketing strategy.
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A New & Improved B2B Publishing Model
9/22/2020
An effective publishing model today involves uncovering buyer intent using a reader-centric philosophy backed by data analytics. If that sounds complicated, it’s because it is.
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So You Want To Be Your Own Publisher…
9/22/2020
It’s a time consuming, resource-intensive endeavor to build, maintain, and grow a high-quality audience of B2B buyers, and that’s why being your own publisher is harder than you might think. In fact, it's typically THE hardest part of content marketing.
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The Best Content Marketing Can’t Outperform Bad Sales Follow-up
9/22/2020
A perfectly executed content marketing strategy won’t lead to more revenue unless sales follow-up is existent, effective, and consistent.
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From The Editor: An Insider’s Take On B2B Events
9/22/2020
I love B2B events, sales reps love events, some marketers love events – but that doesn't mean events should eat up so much budget that you can’t effectively reach your target prospects in other, more cost-effective ways.