The formation of a content marketing organization should result in individual roles that are beautifully synced. At least that’s the gist of how Jason Miller—who’s in charge of leading global marketing for LinkedIn Marketing Solutions—phrased it in a … [Read more...]
5 Ways B2B Content is Creating Fragmented Buyer Experiences
Content marketing for B2B companies is now an established route to market. It works when done well. But the problem is that it’s often not done well—not nearly as well as it could be. The result is fragmented experiences that leaves buyers and … [Read more...]
How Sales Enablement Brings Higher ROI for B2B Marketing Content
You’ve likely heard it. The silence in the forest of your content as not even a light breeze rustles its leaves with engagement. It’s been reported that the majority of marketing content is never used – especially not by salespeople. Why not? A … [Read more...]
B2B Marketers Must Develop Conversational Competence
In this excerpt from my book, Digital Relevance, I discuss the need for marketers to re-discover the beauty of conversation and how it translates into more relevant online engagement with buyers and customers. Conversational competency is a content … [Read more...]
Is Your B2B Audience Engaged or Committed?
B2B marketers wax prolific about the concept of engaging their buyers and customers with content. But engagement isn't really the end goal, commitment is. People who engage with your content are interested in the topic at hand. An audience that is … [Read more...]
