Latest Columns

41. 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.

42. Marketers Are From Mars And Sales Reps Are From Venus 9/22/2020

    Sales and marketing dysfunction can boil down to not having understanding or empathy for each other’s job.

43. From The Editor: An Insider's Take On B2B Events 9/22/2020

    I love B2B events, sales reps love events, some marketers love events – but that doesn't mean events should eat up so much budget that you can’t effectively reach your target prospects in other, more cost-effective ways.

44. 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.

45. Thinking Beyond Net-New Leads: Part 1 9/22/2020

    Infatuation with net-new leads means lost opportunities, so B2B marketers need to push back when the sales team undervalues lead intelligence on prospects they “are already working.”

46. 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.

47. 8 Tips For Vetting Your Marketing Agency 9/22/2020

    Advice on asking the right questions about an agency’s operations and strategy before you outsource any B2B marketing activities.

48. Expedite Your Content Approval Process With These 5 Questions 9/22/2020

    Content will see the light of day sooner if you ask pointed questions about the value each stakeholder brings to the content approval process and come to the table with real data.

49. 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.

50. 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.