B2B marketing has an obsession with quantity. Quantity of leads has been a driving force of marketing for as long as I can remember and now it’s coupled with volume of content. The number of views, likes, and shares are still key metrics. In other … [Read more...]
Why B2B Marketers Must Kill the Campaign
Please take sharp aim and pull the trigger! Shoot it right between the eyes of the inevitable self-serving sales follow-up to schedule a demo that arrives shortly after the campaign ends. If you don’t, every time a campaign that your audience is … [Read more...]
Addressing Human Influences in Buyer Personas
For some reason, in B2B content marketing, we seem to forget about the "whole" buyer. More and more marketers are embracing buyer personas and the idea of becoming customer centric, but we often only focus on the business side of the buyer, as if … [Read more...]
Marketers Need to Drive WOM in B2B Content Marketing
Last week, at Inbound Marketing Day in Atlanta, I heard Ted Wright, the author of Fizz: Harness the Power of Word of Mouth Marketing to Drive Brand Growth, speak about the subject. He’s a compelling speaker and a great guy whom I’m glad I finally got … [Read more...]
B2B Marketers Need Cultural Immersion
Recently, I've been helping my client, Sykes, to create stories about the behind-the-scenes stuff that makes them so valuable to their customers. Sykes provides contact centers to Fortune 50 companies in Technology, Financial Services, Telecom and … [Read more...]
