Featured Articles

1. 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.

2. 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.

3. The Risk Of Confusing Thought Leadership With Selling 9/30/2020

   B2B buyers engage with – and find immense value in –thought leadership content, but only when marketers focus on helping during the early stages of the buyer’s journey (not on selling).

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buyer’s journey has changed, and that’s exactly why B2B marketers need to invest more in content marketing and less in outdated brand awareness activities like trade shows.

5. 6 Reasons Your B2B Content Marketing Isn't Working (And How To Fix It) 9/30/2020

   There are plenty of reasons why B2B content marketing fails to produce desired results, and the first step to getting back on track is understanding what, exactly, your problem areas are.

6. Plan Like There Are No Rules 9/15/2021

   When asked, most organizations will describe their planning process like this--establish objectives, define supporting tasks, identify resources, set a timeline, determine how results will be measured, communicate the plan, and execute. When followed this process will lead to reasonably good outcomes, however, most of us don’t really plan this way. What our planning processes lack is effective planning guidance that offers purpose, direction , and motivation.

7. The New Normal In B2B Marketing Is Already Here 9/30/2020

   This is a watershed moment for B2B marketers to reallocate marketing budgets to better align with the buyer's journey.

8. 2 Missing Pieces Of Your Marketing Attribution Puzzle 9/30/2020

   Measuring ROI in B2B marketing is easier with multi-touch and multi-contact attribution models that shed light on the entire buyer’s journey.

9. Marketing Do's & Don'ts When B2B Trade Shows Return 7/27/2021

   A global pandemic meant B2B marketers couldn't spend money on in-person events for many months, but will they continue to think outside the box when the temptation returns?

10. 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.