If we’re honest, we’d admit that much of B2B marketing today is performance. It’s shallow, lacks the nuance that comes with buyer context, and suffers from irrelevance. The B2B buyer research I’ve read recently confirms this is how buyers see vendor … [Read more...]
Is Your B2B Content Creating a Sum of Knowledge?
B2B content doesn’t create a sum of knowledge as one-off random acts of content. That’s just a recipe for confusion about your brand; frustration and a turnoff for your buyers; and putting loyalty in question for your customers. To create … [Read more...]
Closing the Gap Between B2B Buying and Selling
“Sellers use their sales process to place solutions.” “Buyers use their buying decision process to figure out how to resolve their problem with the least disruption.” This is how Sharon Drew Morgen explains it. She’s been working to expose and … [Read more...]
Selling Your Company on B2B Content Operations
You’re creating content—lots of it. If the trend holds steady—which B2B marketers indicate it will—you’ll create even more content next year. Content has become almost as much of a product as the actual products and solutions your company provides to … [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...]
