Latest Columns

  1. Creating Magnetic B2B Content 3/16/2022

    There is a significant groundswell among B2B sellers in employing content marketing strategies to attract buyers. This has created a hyperactive environment in which B2B marketers feverishly crank-out content to compete for share of voice and fuel what they perceive to be an insatiable appetite for content among their target audiences.

  2. Venturing Into The Twilight Zone: The Emotional Dimension Of B2B Marketing 2/14/2022

    B2B marketing material does not have a reputation for being deeply engaging, entertaining, or something that strikes an emotional chord with its audience. And like the Twilight Zone, we find emotional B2B marketing hard to understand and fascinating, but few of us are willing to travel there.

  3. Getting Better Results With B2B Thought Leadership Content 11/16/2021

    B2B companies that have embraced content marketing using thought leadership inevitably wonder if it really makes a difference for their businesses. If you read our first article on this topic, you learned that thought leadership does influence buying decisions. This article examines how we can more effectively engage buyers with thought leadership and achieve better results.

  4. A Guide For Mapping Content To The B2B Buyer's Journey 4/20/2021

    Creating, classifying, and analyzing content according to the stages of the buyer's journey enables marketers to identify potential buying activity and share that valuable insight with their sales team.

  5. Creating Content Is Half The Battle (But It Doesn't Win The Buyer Attention War) 4/12/2021

    B2B marketers are often too enamored with driving traffic to their website instead of distributing content where your buyers are more likely to engage with it.

  6. The Data Problem Marketers Don't Know They Have 2/16/2021

    B2B marketing and sales teams have robotic data-related issues that are silently wreaking havoc on their ability to understand buyer’s journeys and engage their prospects.

  7. How A Small B2B Marketing Team Secured Over $28M In Quotes In Less Than A Year 1/26/2021

    Adapting to the new normal by replacing trade shows with a content marketing program helped close $6 million+ in new business.

  8. Inside An OEM's Buyer's Journey For Manufacturing Partnerships 11/16/2020

    This behind-the-scenes look at one drug delivery device OEM’s two-year buyer’s journey represents the complexities involved in evaluating suppliers.

  9. From The Editor: What A Marketer Learned From Sales Meetings 9/30/2020

    Many complain about the disconnect between sales and marketing, but few will take the first step to bridge the gap by attending each other's regular meetings.

  10. 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).