Featured Articles

1. 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.

2. 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.

3. 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.

4. Looking For An Editorial Calendar? You Won't Find One Here 9/22/2020

   It might sound crazy, but editorial calendars are a thing of the past. Creating an engaged audience means reacting to your customers’ challenges in real-time, not by predetermining what you’ll write about a year in advance.

5. 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.

6. 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.

7. 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.

8. 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.

9. 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.

10. Applying B2C Predictive Analytics To B2B Marketing 9/22/2020

    It’s much easier to predict customer behavior in B2C marketing, but B2B marketers can still take advantage of behavioral data to gain better insight into the buyer’s journey.