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...]
Rethink B2B Content for Buyer Enablement
Buyers need to complete specific jobs before consensus can be reached for a buying decision. They need information that helps them understand what to ask, do, understand, and evaluate. And they benefit from B2B content that shows them how to do those … [Read more...]
