The formation of a content marketing organization should result in individual roles that are beautifully synced. At least that’s the gist of how Jason Miller—who’s in charge of leading global marketing for LinkedIn Marketing Solutions—phrased it in a … [Read more...]
5 Ways B2B Content is Creating Fragmented Experiences
Content marketing for B2B companies is now an established route to market. It works when done well. But the problem is that it’s often not done well—not nearly as well as it could be. The result is fragmented experiences that leaves buyers and … [Read more...]
Keeping Your Content Marketing Rhythm during a Reorg
Companies undertake operational reorganization for a variety of reasons. Whether to catch up with a business landscape that changed faster than forecast or perhaps to take advantage of a clearer path to regain growth potential or even to recover from … [Read more...]
B2B Purchase Decisions: Logic Driven by Emotion
When considering the differences between B2B and B2C marketing, it’s often said that a B2C purchase decision is more emotional, while a B2B purchase decision is logical. I disagree. If you look into the behind-the-scenes processes throughout … [Read more...]
B2B Content Must Offer Perspective
When a B2B buyer sets out to solve a problem or achieve a business objective, he or she begins with an initial vision of what that might look like. They will talk to colleagues, search for information about potential solutions and ask their peers for … [Read more...]
