New products and features are essential for sustaining and growing a business, and marketing can make or break the success of a product launch. But the majority of B2B product marketers are struggling to make a splash. This eBook is your blueprint to product launch marketing.
So you’ve beaten writer’s block and have that first draft of your eBook, whitepaper, blog post, article, or email done. But you’re terrified to reread it, expecting to find a nonsensical monstrosity.
Even Thomas Jefferson’s “original Rough draught” of the Declaration of Independence needed an edit.
Take a deep breath, my writer friend, and give yourself a break.
The truth is that every content asset—to be truly effective—requires a solid edit. Even Thomas Jefferson’s “original Rough draught” of the Declaration of Independence needed work (although I would have liked to see “our everlasting Adieu!” to British rule in the final…
When someone yells your name from across the street, you instinctively stop and look to see who it is. The French philosopher Louis Althusser came up with the term interpellation to explain why this happens, how we create our identities, and how it influences our self-perceptions as individuals in society.
Although the theory gets a bit more complicated when you dig into it, the big takeaway for marketers is that we immediately recognize ourselves when someone, even a person we don’t know, calls out our name and identifies us by our title, whether that’s as Bob the sales…
Think of microcontent as bite-sized information that counterbalances your high-value evergreen assets like whitepapers, eBooks, and case studies. Microcontent ensures a steady stream of original, real-time, and snackable content sandwiched between your content heavy-hitters. It’s meant to be super shareable and trackable. Exceptional microcontent allows you to not only contribute to an ongoing and engaging conversation, it helps you own it, moving you closer to achieving…
When marketers seek to drive behavioral change in our buyers, what exactly does it take?
In part one of this series, I examined the reasons why changing ingrained behavior can be difficult. The fact is, individual habits generally take between 18 days and six months to solidify. Multiply that across everyone within an organization, and you will find change to be a much more complex process. The key is to acknowledge fears, build trust, and encourage self-acceptance among key decision makers.
Standing at a Crossroads
Today’s post is about getting the buyer to understand the real benefits of choosing…
Content is what marketing does. In every role—from content marketers to field and product marketers—everyone creates it. But does it work? Is any of it aligned? Most companies have a glut of content, but most of that content creates a disjointed buyer experience, and makes your company look like no one is talking to one other.
This problem is becoming a major issue for CMOs because content impact is one of the last “black boxes” in marketing. While everyone touches or creates content, there are few true insights into what works. When things…
“Fifty percent of B2B sales staff consistently miss their quotas. By the time prospects do come out of the shadows to engage a sales rep, 80% of the traditional purchasing cycle has already been completed.” —Forbes
Getting—and keeping—the attention of a target audience is much easier with a simple, organized way to engage them at key steps in your sales and B2B marketing funnel. Yet many businesses aren’t sure how to mesh sales and marketing into a seamless process.
From prospecting to closing a sale, it’s important to lead customers to the next logical step in the…
In the not too distant past, companies used a push or traditional strategy to engage buyers at the top of the funnel—and some industries still do. We’re talking print, TV, radio, direct mail, display ads, and the good old fashioned phone call.
And while these marketing components are still useful parts of the mix, they are expensive and can’t deliver the tracked analytics the C-suite now expects from marketers, which we need in order to legitimize our marketing spend.
Plus, our audiences’ needs have radically changed in the past decade. Today’s buyers are online, engaged, empowered, and
If each person were exactly the same, life would be pretty boring. Individual differences can be the biggest cause of team friction and delays, however, costing time and money and disrupting the content development cycle.
When considering the differences between B2B and B2C marketing, it’s often said that a B2C purchase decision is more emotional, while a B2B purchase decision is logical.
If you look into the behind-the-scenes processes throughout the continuum of the buying process, you’ll find a lot of emotion underlying the logic in B2B purchase decisions.
The most obvious reason why this is true is that B2B buyers are people. They’re just people spending their company’s money—rather than their own—to achieve a business goal. Spending company funds comes with a lot of expectations and pressure. Depending on the…
A strong product launch strategy is built on education. In addition to bringing a new offering the market, your brand needs to operate as a guide—especially if you’re introducing a new concept.
Your audiences might feel overwhelmed, lost, or unsure of how to get started. That’s where content comes in.
Through blog posts, infographics, customer stories, guides, and other assets, you can position your organization to have stronger customer conversation. The sheer volume of options, however, can be overwhelming.
How do you know whether you’re focusing on the right initiative at the right time? Use…
Content marketing has a process problem. Learn how SiriusDecisions recommends brands restructure their content factories to optimize efficiency and ensure the content being created is the content your buyers need.
Content marketing is cheaper, more effective, and better received by customers than traditional marketing efforts. Don’t believe us? Check out this full page of content marketing statistics, consistently updated with the newest research and findings.