Articles by Abby Sorensen
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The New Definition Of Leads For B2B Marketers
9/18/2020
All leads are not created equal. Understanding the difference between marketing qualified leads, sales qualified leads, sales ready leads, and sales winnable leads is essential in B2B environments.
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What Not To Write About: 4 Content Marketing Traps To Avoid
9/18/2020
It will only take 2-3 minutes to read this article. But a much larger time investment is required to take a close, critical look at an existing content library and plans for new content creation to evaluate whether content falls into these traps.
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Who Is Your Marketing Campaign Serving?
8/20/2020
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.
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What Should We Write About? Advice For Choosing The Best Content Marketing Topics
8/20/2020
Determining what to write about is one of the biggest challenges for content marketers. Here's how to pick the topics that will truly drive engagement with your target buyers.
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Follow Your Buyer: An Introduction For Innovative B2B Marketers
10/15/2019
We think marketers – when armed with the right strategy and actionable data – are the lifeblood of successful B2B companies. The Follow Your Buyer methodology reminds marketers why that is true. It’s a methodology developed from more than four decades as a B2B publisher, with insights gleaned from some of the brightest minds in B2B sales and marketing.
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Lessons Learned By A 40-Year-Old B2B Publisher
The way buyers consume information has changed, but not all B2B publishing models have adapted.
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It’s Time To Rethink Your Content Approval Process
If you want to improve your content marketing strategy, start by streamlining how content moves from draft to delivery.
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4 Reasons Your Marketing Isn’t Creating Sales Winnable Leads
Some leads are better than others, yet certain B2B content marketing tactics and strategies will only ever generate low-quality opportunities that will result in frustrated sales teams.
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From The Editor: 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.
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Behavioral Analytics: An Overview For B2B Marketers
A perfect B2B marketing world of identifying purchasing intent isn’t as far-fetched as it seems thanks to advancements in behavioral analytics.