4 Ways Using Predictive Analytics Can Answer Your Sales Woes

Monday, September 26, 2016
By: Jonathan Gray Jonathan Gray
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With 89% of B2B marketers using or planning to use predictive analytics, big data has now become an even bigger strategic asset. At most companies, improving lead volume, velocity, and value falls squarely on the shoulders of marketing teams. They must be smarter about zeroing in on the prospects most likely to turn into qualified leads. What’s more, those leads …

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This Content Marketing Stuff is Getting Complicated

Friday, September 23, 2016
By: Barry Feldman
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Content marketing in a nutshell: Identify the challenges your prospects and customers face Publish high-value educational content to overcome the challenges Capture leads and nurture prospects into customers Sales go up. Marketing costs go down. Strike up the music and dance. If the process weren’t so simple, you’d need help making it work. Uh, wait. You’ve tried content marketing. It …

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Ask the Experts: Implementing Change to Foster a Culture of Content and Collaboration

Wednesday, September 21, 2016
By: Kelsey Loughman Kelsey Loughman
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“I love undergoing large-scale organizational changes,” said no one ever. Why? Because organizational change, at both mid-size and enterprise companies, is often complicated and painful. Even dealing with small levels of change management can cause difficulties. Nevertheless, many content operations need to change. With disjointed customer experiences, confused messaging, and misaligned teams, restructuring the content operation can be marketing’s answer to …

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Want to Sell More? Boost the Relationship Between Sales and Marketing

Monday, September 19, 2016
By: Katrina Pfannkuch Katrina Pfannkuch
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The relationship between sales and marketing in B2B organizations is a powerful dynamic to manage. When it works, it’s great and the funnel is full. If things are “rocky,” it’s harder to move towards common sales goals. Instead of focusing on the good or bad, put energy into boosting how these teams can work together. When the every team for …

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3 Simple Tips to Optimize Your Marketing Tech Stack

Friday, September 16, 2016
By: Ritika Puri
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For the modern marketer, building a marketing stack often feels like a jigsaw puzzle. It’s almost like product development, where your version one will look different from your version eight. That’s a good thing: it’s important to invest in marketing tools that become better for your organization over time. The challenge that most marketing teams face is that we aren’t …

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Ask the Experts: Managing the Content Lifecycle

Wednesday, September 14, 2016
By: Kelsey Loughman Kelsey Loughman
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The content lifecycle. It’s the foundation to a successful content marketing operation. And while specific language on exactly what to call each stage of the lifecycle varies based on who you talk to, the principals are the same: align, execute, distribute, and analyze. Align is your planning stage, ensuring all stakeholders are aware and aligned on campaign and content progress Execution involves the …

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Hidden Content Marketing Success Metrics for B2B

Monday, September 12, 2016
By: Ritika Puri
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What exactly does content marketing success look like for B2B? Many teams explore this question through metrics related to lead generation, newsletter sign-ups, and top-of-funnel pageviews. The fact is, content marketing success is different for every organization and every step of the conversion funnel. This variability creates challenges for marketers who often feel like they’re fitting a square peg in …

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Ask the Experts: The Content Operation and Marketing Success

Friday, September 9, 2016
By: Kelsey Loughman Kelsey Loughman
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Ineffective management of the content operation has led to an estimated $958M per year in inefficient and ineffective content marketing spend for mid-to-large B2B organization. And we’re obsessed with finding a solution. Enter Modern Marketing at Scale: A Framework for B2B Content Operation. In building this new process for content operations at scale, we needed help and guidance from the best, …

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Content at Scale: Your Guide to Content Operations

Wednesday, September 7, 2016
By: Kelsey Loughman Kelsey Loughman
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We keep talking about it: B2B marketing organizations are drowning under the burden of managing content. We’re stuck in tactical operations, spinning on the hamster wheel of creating more and more content, and lost as to what to do next. All the latest research keeps pointing to our content problem, with only 1 in 5 marketers feeling their organization manages …

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Product Marketing Best Practices: The Power of Customer Knowledge

Tuesday, September 6, 2016
By: Gerardo Dada
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We’ve established the importance of product marketing (and if you don’t agree with me, you can read about the value of product marketing here). But there’s a fundamental value product marketers bring to an organization: customer knowledge. What do we mean by this? Customer knowledge includes:   Best customers and how they’re segmented   Problems customers are trying to solve—and …

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