Featured Articles

  1. 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.

  2. The Value Of Audience Access 9/22/2020

    Being a successful B2B marketer hinges on getting your content in front of an engaged audience of your buyers.

  3. Leads Aren’t Buyers: Tracking Companywide Engagement In B2B Marketing 9/22/2020

    Your sales teams can’t sell to a "lead." The B2B purchasing process involves groups of buyers, not individual leads. So let's stop obsessing over individual leads and start looking at the entire buyer’s journey.

  4. Creating Brand Awareness With B2B Content Marketing 9/22/2020

    An effective content marketing strategy can do more than generate demand; it can create brand awareness without breaking the bank like traditional marketing tactics.

  5. 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.

  6. 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 It’s time B2B marketers start looking for leads about to start a buyer’s journey instead of leads at the bottom of the outdated sales funnel.

  7. Imagining An Ideal Application Of Behavioral Analytics In B2B Marketing 9/22/2020

    Marketers have a blind spot when it comes to differentiating interest vs. intent, but there is a way to expand the view into the buyer’s journey.

  8. 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buyer’s journey has changed, and that’s exactly why B2B marketers need to invest more in content marketing and less in outdated brand awareness activities like trade shows.

  9. 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.

  10. Thinking Beyond Net-New Leads: Part 2 9/22/2020

    Don’t lose sight of opportunities to upsell, cross-sell, and retain existing customers just because your marketing strategy places too much emphasis on net-new leads.