Latest Columns
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What Press Releases Reveal About The State Of B2B Marketing
9/22/2020
Four steps to help B2B marketers and agencies stop wasting precious resources on press releases.
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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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The New Definition Of Leads For B2B Marketers
9/18/2020
All leads are not created equal. Understanding the difference between marketing qualified leads, sales qualified leads, sales ready leads, and sales winnable leads is essential in B2B environments.
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What Not To Write About: 4 Content Marketing Traps To Avoid
9/18/2020
It will only take 2-3 minutes to read this article. But a much larger time investment is required to take a close, critical look at an existing content library and plans for new content creation to evaluate whether content falls into these traps.
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Who Is Your Marketing Campaign Serving?
8/20/2020
Your buyers purchase what they need to purchase when they need to purchase it (not when you decide to run a campaign). So why do B2B marketers structure almost everything they do around campaigns.
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What Should We Write About? Advice For Choosing The Best Content Marketing Topics
8/20/2020
Determining what to write about is one of the biggest challenges for content marketers. Here's how to pick the topics that will truly drive engagement with your target buyers.
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Follow Your Buyer: An Introduction For Innovative B2B Marketers
10/15/2019
We think marketers – when armed with the right strategy and actionable data – are the lifeblood of successful B2B companies. The Follow Your Buyer methodology reminds marketers why that is true. It’s a methodology developed from more than four decades as a B2B publisher, with insights gleaned from some of the brightest minds in B2B sales and marketing.
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From The Editor: Do Your Marketing Reports Actually Matter?
Marketers can prove their value to sales and executive teams by showing data-driven metrics that are important (not just interesting) to the overall goals of the organization.
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4 Reasons Your Marketing Isn't Creating Sales Winnable Leads
Some leads are better than others, yet certain B2B content marketing tactics and strategies will only ever generate low-quality opportunities that will result in frustrated sales teams.
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There Must Be A Better Way!
Hayato Nakamura recalls the excitement he experienced when he reported for his first job out of college with a Fortune 500 company. His onboarding consisted of being walked to an office cubicle containing only a desk and a phone. He was handed a printed lead list and instructed to begin smiling and dialing. It wasn't long before his bliss melted away and the grind set it in. There must be a better way, he thought. Good news, there is!