Featured Articles
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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 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.
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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.
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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.
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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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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It’s time B2B marketers start looking for leads about to start a buyer’s journey instead of leads at the bottom of the outdated sales funnel.
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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.
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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buyer’s journey has changed, and that’s exactly why B2B marketers need to invest more in content marketing and less in outdated brand awareness activities like trade shows.
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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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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.