B2B Intent data is the latest tool in the marketing stack on the hype cycle. There are protractors and detractors, but when you get right down to it, intent data is just another great tool in your marketing toolbox. If it’s used correctly. The … [Read more...]
Use Questions as Your Framework for B2B Buyer Enablement
I love questions. Questions are how you learn things. Questions create curiosity. But, for marketers, questions are one key to B2B buyer enablement. The process of Q&A drives momentum based on addressing how context shifts with each new intake of … [Read more...]
Current B2B Content Marketing Challenges to Beat
Every year, Content Marketing Institute and Marketing Profs release their latest B2B marketing research. This year the report includes a chart of current B2B content marketing challenges. A few of them surprised me as I thought (or hoped) we had … [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...]
Stop Asking B2B Buyers to Take Leaps of Faith with Content
The content we use to engage B2B buyers must resonate and be relevant. Unfortunately, this is a challenge that marketers continue to struggle with. And that’s not surprising given the rate things change in today’s market landscape. However, … [Read more...]
