Content marketing

Re-tuning the B2B sales role

Buyers today are informed, digitally savvy and squarely in the driver’s seat in terms of how and when they want to talk to sales. As we illustrated in The... Read more

It’s About Time Marketing Takes a Quota

Yep.  That’s right.  It’s time marketing takes a quota. I’m not talking about moving everyone to comp plans.  I’m talking about committing to a quota for delivering marketing qualified,... Read more

Turn Your Sales Team into Super Heroes

Our recent infographic on the Death of the Sales Funnel spurred many lively conversations with sales leaders.  In my discussions, I wanted to understand how sales leaders are changing to meet the challenge... Read more

The Dangers of Rushing a Business to the Altar

A recent article by Lori Wizdo, VP and Principal Analyst for B2B Marketing, Forrester Research is a sobering reminder of what can happen when you “rush a business to the... Read more

The Economics of Content Marketing: ‘Stock and Flow’

Five years ago, Robin Sloan wrote a blog post for Snarkmarket exploring the economic terms “Stock” and “Flow” within a modern marketing context. For those who didn’t suffer through... Read more

You’ve Got a Content Marketing Strategy. So What’s Your Plan To Build Content With Purpose?

Earlier we talked about a shocking statistic from Marketing Profs 2015 Content Marketing Benchmarks indicating that although 83% of Marketers have a content marketing strategy, only 35% have documented... Read more

“Content Science” Isn’t Enough for Successful Content Strategy

Three building blocks for B2B marketers B2B marketers are learning from B2C and incorporating content marketing as a strategic lever in their marketing approach.  This trend is moving fast... Read more

You can’t rush to the altar: The 3 stages of a B2B relationship

In B2B marketing, content is the currency for customer data “value exchange.” With an increased focus on privacy in recent years, the stakes have gotten higher with soaring expectations... Read more

Back to the future for B2B content marketing

The recent Content2Conversion Conference hosted by Demand Gen Report in Scottsdale, AZ delivered a great forum on the intersection of strategic demand generation and content marketing for B2B marketers.... Read more

B2B content marketing: It’s not all about you

Most B2B marketers already engage in some form of content marketing. Depending on what research you’ve read, it’s anywhere from 80-90% of marketers are using content to drive leads.... Read more