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The Inside and Outside of B2B Buyer-Driven Experiences

I’m hearing a lot of assertions about the B2B buyer journey. The challenge is in how much nuance people apply to what’s said. I’m thinking about the differences between what your buyers experience with your content and brand (outside), and what it … [Read more...]

Filed Under: B2B Buyer Enablement, B2B Buyer Experience, Content Marketing Strategy Tagged With: b2b buyer engagement, B2B content, buyer alignment

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The Importance of Humanness in B2B Content Experiences

What is it that puts the humanness in business experiences? A recent study from researchers at the University of Florida found that it’s not the question of whether people prefer a chatbot or an exchange with a human, but rather the perceived … [Read more...]

Filed Under: B2B Buyer Enablement, B2B Buyer Experience, B2B Storytelling, Content Marketing Strategy Tagged With: b2b buyer engagement, B2B content, buyer enablement, content marketing effectiveness

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The Blandscape of B2B Marketing Content Needs a Bit of Emotion

For some reason, B2B marketing content tends to lean more toward academia than literary license. Much of the content produced is dry, mechanical, and, well, academic. We think our content must exude professionalism because we sell complex, … [Read more...]

Filed Under: B2B Buyer Enablement, B2B Buyer Experience, Content Marketing Strategy Tagged With: b2b buyer engagement, B2B content, content marketing effectiveness

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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...]

Filed Under: Content Marketing, Content Marketing Strategy Tagged With: B2B content, content marketing effectiveness, content performance

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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...]

Filed Under: B2B Buyer Experience, Content Marketing Strategy, Digital Relevance Tagged With: b2b buyer engagement, B2B content, content marketing effectiveness

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