Using content for marketing in B2B companies has caught on with a fervor that continues unabated. And, even though only a small percentage of B2B marketers say they are consistently effective with it, most of them will produce more content next … [Read more...]
The State of the B2B Conversation: Disconnected
Corporate Visions recently surveyed more than 400 B2B organizations to find out how one statistic is creating challenges at the intersection of content strategy, sales enablement, and lead conversion. The result is its State of the Conversation … [Read more...]
Great B2B Customer Experiences Require Customer-Centric Marketing
Only 12% of B2B marketers rate themselves as “very effective” at delivering a great customer experience. No, that’s not a typo. It’s a finding from the 2016 B2B Customer Experience Benchmark Report from Kapost. The report defines customer … [Read more...]
How Collaboration Contributes to B2B Buying Journeys
I interview a lot of people during buyer persona projects. This includes representatives from product development, customer service, sales teams, marketing professionals of various flavors, and, of course, customers and prospects. The thing that … [Read more...]
Scale the Story, Not the Volume
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...]
