All of the great stuff flows back from your buyer persona and content strategy.
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/They are aligned. And once you have that demographic and psychographic profile of your ideal customer or client, your measurable results flow. The content model comes first. When you make B2B content marketing decisions, lead with strategy. Let technology follow. The concept is simple. Unfortunately, as most marketers know, assessing content performance in a way... Read More
Struggling to close your B2B prospects? You’re not alone.
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In the last five years, the average sales cycle has grown 22 percent longer, typically with three or more decision makers participating in the buying process. Even identifying and engaging the right decision makers in the first place is difficult. Forrester Research reports that two out of three B2B marketers say that engaging key decision... Read More
The CIO blog has made a real connection with B2B content marketing.
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Take a look: Marketing is now forever linked to data and is now agile, mobile and adaptive! The difference between now and, say, two years ago is that marketers didn’t have a lot of data before. Now they have lots of data and they have to make sense of it. They have a lot of... Read More
Do you make these 10 blogging mistakes?
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This is directly from a Michael Hyatt blog on the topic. He covers these “gotchas” as well as anyone so I’ll just stay out of the way on this one and you capture the takeaways! “How do I know? After writing more than 1,000 posts and receiving more than 60,000 comments, I have made most... Read More
Big, big challenges for small businesses in 2016 and beyond.
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Small business in not just a category for putting yours and many other growth businesses. It is, in fact, the economic engine of growth in our American economy. So what are the top challenges that face owners and executives in the B2B small to medium business space? And what about some answers? Let’s look at... Read More
Goals (objectives, really) are like magnets.
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If we define them and measure our results towards achieving them, they can produce some pretty dramatic pull. One of the simplest, yet most effective, things you can do is to visualize and name the goals for your marketing. You can create overall revenue goals, campaign goals or more product or service specific goals, but... Read More
Account-based marketing; it continues to rise as a priority.
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Just so you know, back in 2014, a colleague and I researched, created and published an in-depth slide deck to walk you through how to set up and deploy a results-drive ABM initiative. It still lives and works today. And you can view it on Slideshare. http://www.slideshare.net/jlsladejr/account-based-marketing-gets-those-targeted-customers Meanwhile, Heidi does a credible job of encapsulating... Read More
First . . . an apology!
Sometimes life throws us curve balls. Yes, you know that. And so do I. As a result, most of July was spent in very good ways, just not blogging as you have come to expect. This was my time to connect and help a few others very worthy of help along their paths to excellence.... Read More
Make your proposal process work for you!
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Today, I’m keeping this post brief. And the compelling reason for brevity is simply that Hubspot has gotten something right. And it impacts almost all of us. Especially marketing agencies. As just my simple intro and your takeaway, please invest is your revenue growth and sustainable success by using a defined sales process that does... Read More
B2B Marketing; 2016 Challenges and Changes Updated!
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Leading into the 2nd half of 2016, the biggest area of focus for us CMO and SMB types is on buyers and the new levels of empowerment at their fingertips in the digital ecosystem. Here are some useful observations from other B2B content marketing experts. We join them in offering these insights to you. Business-to-business... Read More
