Marketers say one of their biggest challenges is creating content that engages and compels their buyers. The future will not only depend on engagement, but on continuous, content-driven conversations that result in buying decisions in your … [Read more...]
Achieving Maturity with Content Operations
I had to laugh when I thought about it. I’ve been actively involved in content marketing for 20 years. Seems like I just started. There’s something new to learn every day and content marketing feels like it’s taken over marketing. Well, essentially … [Read more...]
Why Marketers Must Have Customer Conversations
Know your audience has become a rallying cry behind the concept of creating compelling buyer and customer experiences and becoming customer-centric companies. But how many B2B marketers can say they truly KNOW their customers? For those of you … [Read more...]
The Relevance Maturity Matrix Helps B2B Marketers Close the Gap
A good customer experience must be relevant. According to Forrester Principal Analyst Mary Shea, “Your buyers want contextual interactions with both human and digital assets across a holistic, but non-linear journey.” As I stated in my book, … [Read more...]
B2B Tech Marketers Make the Shift From Funnels to Lifecycles
For SaaS and subscription companies, winning a customer is only the first step of the journey to customer lifetime value (LTV). This is why it’s imperative for B2B tech marketers to shift their focus from buying journey funnels to full-on customer … [Read more...]
