Beyond the Click: Connecting B2B Advertising With Content and Credibility
Digital advertising gives B2B marketers plenty to measure, from impressions and clicks to leads and conversions. But those numbers don’t always reveal whether advertising is contributing to business growth. A click means little if the visitor isn’t a qualified prospect, ...
Five Signs Your Content Strategy Needs to Change, and How to Fix It
Growth has a way of exposing processes that once worked perfectly well but can no longer support what the business needs to accomplish. Content marketing is no exception. A company may start with a website, blog, and occasional social media ...
What Is Lifecycle Marketing, and How Can B2B Companies Build a Strategy Around It?
A company may spend thousands of dollars acquiring new customers, only to lose the accounts months later because its marketing stops after the sale. Meanwhile, existing customers who may be ready to expand the relationship receive the same messages as ...
Smart B2B Marketing Ideas That Don’t Require a Bigger Budget
B2B marketing does not always require a large budget. For startups, small businesses, and companies with limited resources, it can be challenging to decide where to focus their time, expertise, and budget. Even organizations with established marketing programs can benefit ...
Are Traditional B2B Buyer Personas Enough?
On paper, two vice presidents of operations at similar manufacturing companies might look like the same buyer. One may start a vendor search after an equipment failure by first calling a trusted colleague. The other may spend months reading industry ...
Is Ghostwriting Cheating? The Ethics of Expert Content Development
A CEO spends 45 minutes talking with a professional writer about lessons learned over the course of her career. Those conversations could become an article, a speech, a book, a blog, or another piece of content. The writer organizes the ...
Proof Over Promises: Why Case Studies Still Win in B2B Marketing
Every B2B company makes promises. For example, our products improve efficiency, our services reduce costs, our technology solves problems, or our expertise produces better outcomes. But prospective customers hear similar claims from nearly every company they consider. What separates a ...
Six Content Creation Mistakes That Hold B2B Marketing Back
Content creation has never been easier. Businesses can produce and distribute material faster than ever, thanks to artificial intelligence (AI) tools, templates, publishing platforms, and a growing number of distribution channels. But more content does not necessarily mean better marketing ...
Why Owned Content Is the Foundation of Long-Term Marketing Success
Every effective marketing strategy relies on multiple channels working in tandem. Trade publications build third-party credibility, social media expands reach, email nurtures relationships, and paid advertising generates immediate visibility. Meanwhile, a website serves as the central hub where prospects can ...
From Generic to Genuine: How to Personalize B2B Content
Personalization has become one of the most discussed topics in B2B marketing. Yet despite advances in marketing automation and artificial intelligence (AI), much of the content reaching buyers is generic. A manufacturing executive does not have the same priorities as ...
Your Elevator Pitch Isn’t the Problem. Your Messaging Is.
Organizations have countless opportunities to explain who they are and what they do. It happens during sales calls, networking events, on trade show floors, and in casual conversations. The setting changes. The challenge doesn’t. Someone asks a seemingly simple question: ...
