Guest Contributors

  1. Mastering Case Studies: Where To Begin

    Among the various types of content created by content marketers to attract buyers, the case study plays a critical role. It helps the prospect transition from engaged curiosity to visualizing what it might look like to have their problem solved by you, the B2B seller.

  2. Your Marketing Should Be Like A Swiss Army Knife

    Marketing is about managing priorities—there are so many things you could be doing, so it's crucial to focus on what matters most. Your marketing operations should be like a Swiss Army Knife: ready to employ whatever tool or strategy matters most at any given time, and then quickly pivoting to what's next.

  3. The 3 Pillars Of Purposeful Content Marketing

    When developing a content marketing strategy that will deliver positive business results, keep the three pillars in mind: value, relevance, and consistency.

  4. 6 Simple Ways To Humanize Your B2B Brand

    As a B2B company, you may think it’s necessary to keep a corporate demeanor in everything you do. But the truth is, humanizing your brand can help you connect with clients naturally – and then naturally stand out. Here’s how you can make that happen.

  5. Why Your Content Creation Strategy Needs Buyer-Centric Research

    Choosing the content themes that will best drive buyer engagement used to be an educated guessing game, but now it can be an exact science thanks to primary research.

  6. Customer Centricity

    Customer centricity is a term that has been well used in business over the past decade. But what exactly does it mean? Why should you do it and what benefits can it bring? 

  7. The Trouble With Silos

    No one gets excited about adding another meeting to their schedule, but the right kind can offer immediate improvement if you suspect important information is getting trapped in your separate marketing and sales silos.

  8. A Comprehensive Breakdown Of The LinkedIn Personal Profile

    When it comes to your LinkedIn profile, you want it to be current and complete. The more you have filled out your profile, the better. This will do things like raise your social selling index (SSI) score and help you stand out among searches on the platform.

  9. Want To Have A Real Impact? Start With The 4 A's Of Marketing

    In my early days in B2B marketing, when print magazines ruled, I recall reading a short essay on the 4 A’s of Advertising. What struck me at the time was the essay’s focus on the buyer. It was among one of the first articles I read that captured the buyer perspective instead of the seller perspective. Yet we still see marketing and sales teams who expect to be able to shortcut the process and have a buyer go right from first contact to sale. It just doesn’t work that way! The 4 A’s can help us to better understand the buyer experience or journey. 

  10. What Makes A Good Case Study…And What Doesn't

    Case studies are a great tool to have in your content marketing toolbox. They tell the story of how you helped resolve a customer’s issue but it’s not you who’s telling the story; it’s your customer.