B2B Marketing: Simplifying the Complex Sale in 4 Steps

Too often the problem with the marketing of a complex solution is that it tends to be, well… too complex.  To this point, a recent CEB study found that 68% of corporate communication is just that – “too complex”.[i]  B2B…
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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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6 Ideas for Creating Compelling Content

Our recent survey of senior marketing executives asked what their greatest challenge was in developing compelling content.  Predictably, two reasons stood out: time and budget constraints – see chart below:   What constrains you from being able to create compelling…
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Building a Better Content Marketing Strategy

With today’s ever-increasing number of channels and platforms for reaching prospects, developing a solid content marketing strategy is now a vital component of any successful marketing program.  A big challenge though is creating content which sufficiently engages your target audience….
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