Latest Columns
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Controlling Your Destiny: One B2B Company's Story Of Continuous Improvement And Digital Transformation
Studies seeking to reveal what’s on the minds of business leaders nearly always include a large helping of digital transformation. Businesses of all sizes, types, and in all markets are undergoing digital transformations. Let’s face it, the entire world is transforming digitally.
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Are Your Customers Everywhere In Your Marketing Content?
Chevy introduced their 2023 electric vehicle (EV) fleet in September, a traditional time when automakers unveil their new models. The timing of the campaign, done by ad agency Commonwealth//McCann, isn’t unusual, but it is a great ad that offers a lesson in customer-centric messaging.
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Is Your B2B Social Media Program Like A Self-Licking Ice Cream Cone?
For years when a B2B company expressed an interest in starting a social media program, I often cautioned them that it was like a self-licking ice cream cone. Were they prepared to continuously put fresh scoops of content on their page? However, my advice was wrong!
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Are Your Marketing And Sales Adrift Because Of Your Technology?
The Hudson River flows from the Adirondacks southward to New York Harbor. In some places it is peaceful and picturesque, in others, busy with large commercial ships, high winds, and changing tides. If you’re navigating the river in a small boat, it’s important to pay attention to your surroundings and keep an eye on your destination. A boat that is adrift poses a great danger to itself and its occupants.
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The Scientific Impact Of Using Stories In Your B2B Marketing Content
According to Katarina Gajdacsova, Chief Marketing Officer at Kiz Digital, including a good story in our marketing content mix helps to connect your products or services with a prospect on an emotional level. After all, we’re human and try as we might to remain logical when making purchases, there is a significant emotional component to big B2B buying decisions.
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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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Making B2B Human Again!
At some point we sucked the life out of our B2B marketing communications. Maybe it’s the way we over automate our outgoing messages or that we’ve turned our marketing departments into impersonal content production centers.
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Measuring The Results Of B2B Marketing: Looking Beyond Sales Lead Attribution
While there is an overwhelming amount of data that tells us the buyer’s journey begins long before direct contact with a salesperson, most B2B solution providers attribute leads to something that occurred right before the direct contact. For example, they saw our booth at a tradeshow, or they contacted us right after visiting our website. However, a single piece of marketing collateral rarely, if ever, converts someone from knowing nothing about you to a sales qualified lead.
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To Gate Or Not To Gate, That Is The Question
Think back to the last time your interest was piqued by an article or study with an interesting title. It may have had a compelling introduction that caused you to want to read more. So, you clicked on the “read more” button only to be met by a gate that required you to provide a half dozen pieces of personal contact information. Whether to gate or not gate content is a common question posed by B2B content marketers. It is a great question and worth some thought.
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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!