When B2B marketers think “buyer,” they’re most often thinking about net-new buyers. But the biggest opportunity in an uncertain market is to focus on convincing customers to stay and customer expansion opportunities. Buyer-driven experiences (BDX) … [Read more...]
Put B2B Content in Context Across the Customer Lifecycle
Content marketing has been an ongoing practice for B2B marketers for more than a decade. Marketers are spending a boatload of money, time and effort producing and distributing content to their audiences. But for many buyers, the B2B content they … [Read more...]
Is Your B2B Content Too BIG?
When I talk with clients about how to build a storyline across the entirety of the buying process, they often express hesitation… What will we write about that will be interesting over 6-month span (or longer)? How will we prove value when … [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 funnels to lifecycles. However, customer … [Read more...]
3 Pivots B2B Marketing Strategies Need to Create Compelling Experiences
The difference between a drive-by view and a meaningful engagement with your audience is based on the perceived value of the experience—by the audience. Unfortunately, customer experiences are often defined by the experience we want our customers to … [Read more...]
