If we’re honest, we’d admit that much of B2B marketing today is performance. It’s shallow, lacks the nuance that comes with buyer context, and suffers from irrelevance. The B2B buyer research I’ve read recently confirms this is how buyers see vendor … [Read more...]
Point of View in B2B Content Changes the Game
Since the start of the pandemic, content has flooded digital channels trying to gain the attention of self-reliant buyers. The noise is deafening. And much of the B2B content produced is leaving buyers cold. Edelman and LinkedIn recently released … [Read more...]
It’s Not the Format of Your B2B Content, It’s the Relevance
Format is one of those chicken and egg things about marketing that just needs to cross the road. Every year, reports come out that tout which content type works best at which stage in the funnel and has marketers responding to which format drives … [Read more...]
Content-Driven Conversations: The Future of B2B Engagement
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...]
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...]
