Half of B2B buying decisions today involve a group of people, according to SiriusDecisions research. The Demand Gen Report 2018 B2B Buyers Survey had 79% of respondents saying there were up to six people involved in the decision-making process. From a high level, designing your messaging and content requires an understanding of your audience, who […]
Don’t let the value of data cloud your judgment when it comes to gating content. The data that prospects and buyers share can make a powerful impact on our ability to connect with them and build relationships. But it’s a mistake to collect too much too soon. Four factors should guide your decisions: content type, […]
Every B2B brand wants to be viewed as a leader on the trending topics affecting its industry. But does it really make a difference? What exactly is thought leadership? And can you be a leader when you’re simply following the crowd? Thought leadership content has more of an influence on your content marketing success — and […]
by Alicia Esposito, Content Strategist If it seems like you can’t read about B2B marketing trends without seeing a mention of influencer marketing, you wouldn’t be far off. Influencer marketing is one of (if not the) hottest trends, encouraging B2B marketers to rethink the way they create and share content. That’s why over the past […]
by Alicia Esposito, Content Strategist Remember the days when you visited your local music store to get your hands on the latest release from your favorite artist? Today, you’re more likely to be listening to curated playlists on Spotify and downloading albums through iTunes. We’re seeing a similar shift among B2B audiences, who are spending […]
By Alicia Esposito, Content Strategist Your buyers need a lot of things, but more of the same content isn’t one of them. After all, they have millions of resources at their fingertips, thanks to social media and the slew of other media outlets and analyst firms at their disposal. One thing they […]
Kelly Shermach, Content Strategist I’m a Chicagoan, so I associate the term “dream team” with the Bulls of the 1990s. But when suiting up for a show on the content marketing court, you need similar collaborative talent as that of Michael Jordan, Scottie Pippen, Phil Jackson, Horace Grant, B.J. Armstrong, Toni Kukoc, […]
Kelly Shermach, Content Strategist Today B2B Marketing Exchange 2018 comes to an end. Over the event’s three days, compelling content kept on coming, killing my planned lede for this blog. I wanted to use something like, “B2BMX saved the best for last … and here it is.” Instead, read about some of […]
Dennis Palmer, Content Strategist It’s a new year, time to get a running start on making your marketing programs more powerful and effective than ever. The sun has set in Scottsdale and the first full day of B2BMX sessions is complete. The team at Content4Demand is teeming with inspiration and ideas to […]
Alicia Esposito, Content Strategist We’re less than a week away from the B2B Marketing Exchange, which means we’re less than a week away from warm Scottsdale weather, beautiful resort living and, of course, three days of inspiring and thought-provoking content. Although there are six tracks that cover everything from content strategy to […]
Kelly Shermach, Content Strategist Content marketing is trending, but like any other business initiative that gets honored with buzzword status, a lot of the drivel labeled “content marketing” yields more damage than benefit. It’s scary how quickly even the best-intentioned content can turn into a complete disaster—both for the audience the content […]
Dennis Palmer, Content Strategist It’s a new year, time to get a running start on making your marketing programs more powerful and effective than ever. Plan to Succeed As the saying goes, nobody plans to fail, they just fail to plan. The new year brings an opportunity for marketing teams to […]