Content Marketing: Seeing What Sticks?

Content Marketing: Seeing What Sticks? There’s plenty of commentary about content marketing available these days. That’s probably due in part to the fact that many marketers are nervous about whether they’re creating the right content. When you don’t have a…
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Insight selling: Killer questions to develop your commercial insight

Being a company that (among other things) develops prospect surveys, we’re in the business of asking questions. And so it stands to reason that we’re in a perpetual quest to help our clients form better questions. Today’s B2B marketers are…
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Customer education – Empower your B2B buyer and make your brand look good

Faced with too much information and too many choices, customers and prospects can be easily overwhelmed, even to the point of decision paralysis. The job of B2B marketers is to demystify the complex and help buyers make sense of the…
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Positioning B2B Content to Appeal to Different Generations

Part 1: The Millennials generation gap: n. a lack of communication between one generation and another. . . brought about by differences of tastes, values, outlooks, etc.   For those of us who have experienced the joys (and frustrations) of raising,…
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11 Tips to Improve Your B2B Content Marketing

No two ways about it, content marketing is hard. It’s a long, on-going effort to build a cohesive body of work that is compelling, engaging, and ever-relevant to your market. But that description is the organizational view of content marketing….
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Insight Selling: The Power of Visual Communication

The science behind “a picture is worth a thousand words” is of prime relevance to B2B marketers. Pictures and other visual stimuli dramatically affect how we absorb, process, and retain information.     Vision is our dominant sense:   Expediting…
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5 Ways to Optimize Your Content Creation Process

Crafting great content – and ensuring its continued relevance – requires an adaptive process.  Here are five steps to optimize the effectiveness and efficiency of your process:     Define the project & audience – Begin by ensuring you have…
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This Year’s Top 6 B2B Marketing Predictions– Are You on Track?

Now that everyone in the blogosphere has had a chance to chime in on what the biggest B2B marketing trends and recommendations are for 2014, we thought we’d provide a tidy summation of those top ideas – a “best of…
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Using Customer Insight to Drive C-Suite Leads

Customer insights are vital for creating differentiated and focused messaging that resonates uniquely with your target audience in today’s crowded marketing channels.  All too often, we adopt a seemingly rational content approach, only to wonder where the logic failed when…
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B2B Content Marketing: Reduce the Burden of Your Buyer’s Journey

While communicating with a wide audience is easier than ever before, somewhat paradoxically, actually connecting with them in meaningful ways is becoming ever more difficult amidst the growing morass of online content.  Unfortunately, quantity of information in no way equates…
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B2B Content Marketing: Making the Most of Your Blockbuster Content

A successful B2B content marketing strategy isn’t just about generating great content – although that’s key.  It’s also about deploying focused and targeted content in a comprehensive and deliberate manner where your audience can find it when they need it. …
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4 Rules for Better B2B Content Marketing

The Internet has revolutionized much of life as we know it. Sharing information and engaging in critical conversations has become more direct, immediate, and yet infinitely more complex. Consider the more sophisticated B2B purchases, for example. The purchase process has…
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Going Beyond Thought Leadership to Commercial Insight

As B2B marketers, we know that truly connecting with prospects in a meaningful way requires connecting with them on an emotional level.  Content based marketing employs just this strategy by creating messaging which resonates, identifying timely and relevant issues that…
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How to Make Your Campaign Message More Personalized

As buyers increasingly engage in self-guided online buyer’s journeys, marketers must find ways to engage with prospects via websites, blog posts and other social media.  Adding to the complexity of the challenge is the need to break through the barrage…
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5 Steps to Creating Dynamic Content

The old adage “change is the only constant” seems to become ever more accurate as time goes on. Meaning that the pace of change is accelerating. Try to think of a business sector that hasn’t been impacted by any of…
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B2B Marketing Content: Creating Thought Leadership

The faster the rate of change, the more buyers will continue to value thought leadership as a means to understand the possibilities that technology might create for their companies. It also helps in avoiding poor or limiting purchase decisions.  Yet…
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Step 2 – Update the Sales Process

The first of this two part series, Step 1 – Define Your Prospects Better,  focused on defining the B2B decision maker. This post will focus on evolving your sales process to better align with buyer behavior in today’s digital world. …
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Creating Key Account Thought Leadership

According to Jeff Ernst of Forrester Research, addressing “the B2B buying process isn’t about selling a product or service – it’s about demonstrating your ability to solve a customer’s problems1.”  Let’s face it, we are all in the business of…
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Ideas that Generate Compelling Content and Good Leads

Let me guess:  your job requires you to come up with a string of ideas to “grab” IT decision makers, and you’ve run out of zingers.  Running a survey can provide a cornucopia of ideas.  Let me see if we…
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