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 buying journey funnels to full-on customer … [Read more...]
How Content Performance Informs Your Marketing Strategy
As our ability to collect data grows, so do the different ways we can measure content performance. With that said, what I see most is that B2B marketers tend to stick to traditional vanity metrics rather than doing the work to rethink what we’re … [Read more...]
How to Apply a B2B Buyer Persona to Your Content Marketing Strategy
In a previous post, I shared a four-step process for creating in-depth B2B buyer personas. In this post, I’ll discuss how the details of a buyer persona inform a content marketing strategy. With the wealth of information gained during the process … [Read more...]
Create B2B Buyer Personas that Inform Content Marketing Strategy
While 89% of B2B marketers have embraced content marketing, only 37% have a documented content marketing strategy, and only 22% say they are extremely successful with their overall approach to content marketing. Successful content marketing … [Read more...]
Content Marketing Operations Halts Random Acts of Content
One of the biggest values that come with content marketing operations maturity is the ability to say “no” to ad hoc content demands. As B2B marketers have adopted content marketing, many have found themselves on the hamster wheel of content … [Read more...]
