Latest Columns

51. 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.

52. 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.

53. 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.

54. 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.

55. 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.

56. 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.

57. 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.

58. 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.

59. Behavioral Analytics: An Overview For B2B Marketers

    A perfect B2B marketing world of identifying purchasing intent isn’t as far-fetched as it seems thanks to advancements in behavioral analytics.

60. Lessons Learned By A 40-Year-Old B2B Publisher

    The way buyers consume information has changed, but not all B2B publishing models have adapted.