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What do B2B Customers Want in 2018?

January 23, 2018 By Carla Johnson Getting their message and content in front of their target audience is the biggest challenge B2B executives say they face in 2018, according to Bridge the Gap: The State of B2B Marketing Communications 2018, a report published by communications technology company Ytel. In fact, 55 percent of the 2000+ CEOs and other top executives …

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Data: The Most Valuable (But Little Understood) Benefit of Content Marketing

October 11, 2016 by Chuck Frey Content marketing has received a lot of coverage in the business media and blogosphere for its power to cultivate strong relationships with current and prospective customers. What many people don’t realize, however, is that it generates a wealth of data that can help marketers increase the effectiveness of their content initiatives. From page email …

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Where Do You Fall on the Customer Experience Maturity Scale?

August 16, 2016 by Carla Johnson Customer experience isn’t a new idea, but the growing attention to it is. Customers are more widely connected than they’ve ever been, easily hopping between a growing number of devices. They’re looking for a rich, consistent experience that delivers value – whether that’s information or entertainment – whenever they want it. Marketing’s ad hoc …

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Drumming Up Business

August 4, 2016 by Mark Robinson Clients of our practices often ask us how we can convert minimally engaged audiences into fully engaged brand enthusiast.  If you are impetuous, the short answer is to use engaging content to create meaningful experiences and then allow your audience to market for you. Oh, and avoid parlor tricks to boost you audience count, …

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Sleepless in the C-Suite: What keeps CMOs up at night?

August 2, 2016 by Carla Johnson “What keeps you up at night?” For marketers, there’s plenty. The annual Tech Heads survey of marketing directors and business buyers points out exactly this. This year’s results reveal that B2B CMOs are six times more likely to lose sleep than gain it in 2016, compared with previous years. And while there are several …

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Does Your Company Have a Full-Funnel Content Strategy?

July 28, 2016 by Chuck Frey Do your sales and marketing teams have a full funnel content strategy – a process for moving your ideal prospects from awareness to consideration and acquisition? An effective content strategy isn’t just focused on inbound marketing – generating leads to fill the top of the sales funnel – which is where many B2B marketers …

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Can You be the Steven Spielberg of Content?

July 12, 2016 by Robert Rose Allow me to geek out a bit. I was surfing Reddit last week, and a thread caught my eye. It was a question about the classic movie Jurassic Park. The person asked why, after 20+ years, the CGI (computer-generated imagery) seemed so much more realistic than some of today’s movies that feature state-of-the-art technology. …

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Growing Up – Moving Away from Kid’s Menu Content

July 7, 2016 by Jeff Julian Content marketers love writing content.  It’s almost like we made Content Marketing up just to fool our managers into letting us write and get paid for it.  Just in the segment of content dedicated to help marketers, thousands of pieces of content are being produced and distributed daily but most of it is, well, …

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Brand Your Company: How to Tell Your Organization’s Story

June 30, 2016 Once upon a time, storytelling was something business professionals did when they got home from work if they had children to lull to sleep. Today, however, it is being touted as a core skill that those at all corporate levels should master. And with good reason. Storytelling has earned such attention because, quite simply, it works. Stories …

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The Basics of B2B Social Media Marketing Strategy

June 28, 2016 by Tom Pick Although more than three-quarters of B2B technology marketers use social media to market their products, less than half say they can tie social channels to revenue generation for their businesses. This may be a problem with measurement, or with setting the wrong objectives for social media marketing (it’s far more effective for customer service …

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7 Elements of Customer Understanding the C-Suite Must Master

June 16, 2016 by Tony Zambito Changes in customer and buying behaviors continue to rock the very foundations of many industries.  According to recent surveys by PWC, Forrester, IBM, and McKinsey, disruptive trends in customer and buying behaviors are expected to continue over the next five years.  Many organizations are undergoing digital transformations in order to improve customer interactions, engagement, …

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Why Marketers Should Worry about Corporate Culture

June 9, 2016 by Michelle Smith The challenges facing today’s Marketing executives are daunting. Not only are we charged with doing even more with even less, but doing it faster and more effectively than ever before. Further, we’re faced with unprecedented options for customers consuming advertising, social media and marketing messages, only to find our messages are lost among the …

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Why Subscribers are Key to Growing Your Brand’s Audience

May 31, 2016 I’ve had the amazing pleasure of working with many brands to transform their marketing departments and build their content marketing programs. It doesn’t matter how big or small they are, they understand that how they get and keep people’s attention is very different from just a few years ago. They lead with value rather than their brand. …

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The 14 Best Content Planning and Research Tools

May 26, 2016 by Tom Pick With 93% of B2B marketers now using content marketing to build brand awareness and generate leads, success going forward will require producing higher-quality content—not just more of it. Creating high-quality content starts with planning (deciding what to write about) and research (determining what to say about those topics). Those decisions will start with your …

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5 Steps to Create a Business-Driven Content Marketing Strategy

May 24, 2016 Most brands have grabbed hold of the idea of content marketing but many struggle with how to plan and execute it to see meaningful results. Without exception, this comes from a lack of understanding about how to create and deliver value as marketers that’s separate and distinct from the products and services that we sell. Our ability …

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50 Statistics About B2B Sales and Marketing (Mis)Alignment

June 17, 2014 It’s hard to imagine a 2014 topic hotter than Jimmy Fallon right now. I mean, who would’ve imagined that lip syncing would have such a come back? But if there’s one, at least in the business world, it’s how to fix the chasm between sales and marketing so companies quit bleeding leads (qualified or not) and customers. Why …