For some reason, B2B marketing content tends to lean more toward academia than literary license. Much of the content produced is dry, mechanical, and, well, academic. We think our content must exude professionalism because we sell complex, … [Read more...]
Quit Poking the Bear with Gated B2B Content
To gate or not to gate your B2B content? This is a question that comes up repeatedly for B2B marketers and one we can’t seem to answer definitively. Even though we know better, we seem unable to give B2B buyers what they want > unfettered … [Read more...]
The Gap Between Interest and B2B Intent Data in Marketing
B2B Intent data is the latest tool in the marketing stack on the hype cycle. There are protractors and detractors, but when you get right down to it, intent data is just another great tool in your marketing toolbox. If it’s used correctly. The … [Read more...]
Use Questions as Your Framework for B2B Buyer Enablement
I love questions. Questions are how you learn things. Questions create curiosity. But, for marketers, questions are one key to B2B buyer enablement. The process of Q&A drives momentum based on addressing how context shifts with each new intake of … [Read more...]
Stop Asking B2B Buyers to Take Leaps of Faith with Content
The content we use to engage B2B buyers must resonate and be relevant. Unfortunately, this is a challenge that marketers continue to struggle with. And that’s not surprising given the rate things change in today’s market landscape. However, … [Read more...]
