3 Content Creation Tips B2B Marketers Can Borrow From Journalists

Journalism and marketing are more similar than you might think. In both industries, keeping up with the speed of change is the real challenge. From the way that technology has transformed the landscape to shifting buyer attitudes and perceptions, both Journalists and B2B Marketers face the constant battle of creating engaging content. These are a…

The Pros and Cons of Account-Based Marketing

Let’s talk Account-Based Marketing (ABM). ABM has been getting some serious attention lately, and I can see why. It sounds great up front: target your marketing to whole accounts, drive revenue. But upon closer inspection, ABM is not quite as straight forward as that. Account based marketing is a strategy that laser focuses your marketing…

How to Track Key Blog Metrics

Let’s talk about your company blog Your company blog is one of the best top-of-funnel marketing assets you have. At my last startup, our company blog was responsible for 40% of our website’s traffic and became the cornerstone of our thought-leadership and content marketing engine. We produced 2-3 posts per week, built a network of…

Don’t Bore Your Audience: Tips For Avoiding Boring Content

There is nothing more dissatisfying than downloading an asset that is – quite frankly – boring. I feel a double pang of irritation and guilt; I’m a marketer, so I know how much work probably went into said asset, but I’m also a potential prospect, and I’m not impressed. It’s a scary world out there…

3 Steps That Can Help You Become a B2B Marketing Trailblazer

Lately, we’ve been talking a lot about Trailblazers – B2B Marketers who are able to tackle their data, scale their mountains of marketing goals, and reach top connectivity with their buyers and their target audience. If that sounds like a lofty goal, it shouldn’t. B2B Marketers, you are made of tough stuff. You can do…

Best Practices: Creating Content For Your Warm Leads

As a marketer, you’re all about creating content to grab the attention of your clients and prospects. You know it needs to be relevant, engaging and – most of all – useful, but walking the thin line between educating a net-new prospect who’s just been introduced to your brand, and giving a warm lead that…

Optimize Your Campaigns By Testing Content

How do you know the content you create really resonates with your buyer? How can you make sure it does when 64% of marketers say their single biggest challenge is producing enough content (Content Marketing Institute)? Meet the concept of Campaign Optimization. Campaign optimization takes traditional testing methods like A/B testing or multivariate testing a…

How to Maximize Inbound Marketing with Techniques You Already Use

Inbound marketing is not a new thing, the idea was around long before the catchy term. While it shouldn’t be relied upon to deliver leads on its own, inbound marketing is a useful strategy to have as part of your overall marketing plan because it’s great for filling the top of your sales funnel. From new…