Tips on Optimizing Buyer Personas to Make Content More Buyer-Centric

Tuesday, August 30, 2016
By: Katrina Pfannkuch Katrina Pfannkuch
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Creating buyer personas is not a one and done practice. In some ways, buyer personas are like a unique, fine wine that grows in-depth and flavor as it matures. Each unique customer profile needs refinement and shaping to really work their magic long-term. And even if organizations start with all the best information as a starting point, buyer personas are …

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A Case for Agile: Why Agile Marketing Can Help You Realize Your Content Strategy

Thursday, August 25, 2016
By: KC Hill KC Hill
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Agile Marketing and millennials have a lot more in common than you might think. Just as this new generation of workers replaces retiring baby boomers, agile, cross-functional teams are replacing the hierarchical, command and control organizations of the past. When done well, Agile marketing can inspire teams to work collaboratively and execute efficiently, while also aligning with your business strategies …

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Why Product Marketing is Essential to Your B2B Organization

Tuesday, August 23, 2016
By: Gerardo Dada
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Inc. Magazine asked Mozilla’s CMO, Jascha Kaykas-Wolff, what’s the most critical hire in marketing? Kaykas-Wolff answered “Without question, product marketing…If I were a marketer restarting my career, I would start in product marketing.” This is encouraging. Especially because throughout my career as a product marketer, I have explained, defended, promoted, and demonstrated the importance of product marketing. It’s a paradox …

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Care for a Side of Strategy with Your Marketing Software?

Tuesday, August 16, 2016
By: Barry Feldman
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The sign reads, “Unlock the Potential of Your Marketing Content.” You go in. You place your order. “I’m hungry for a serious B2B marketing platform. I’ll have Kapost please.” The clerk smiles and says, “Good choice. Very tasty software.” She adds, “Did you know it also comes with implementation strategy?” Okay, it’s not a sign. It’s a page on the …

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5 Reasons Why Content Is Important for Sales Teams

Wednesday, August 10, 2016
By: Jonathan Allen Jonathan Allen
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Here are five reasons why your sales reps should be excited about content. For the last several years now, content marketing has been a buzzword around the globe and across industries. With the ability to consume massive amounts of search engine traffic, a well thought-out content marketing strategy can outperform a Super Bowl commercial for a fraction of the cost. While you …

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Marketing and Technology: Lessons from Salesforce’s Marketing Technology Director

Monday, August 8, 2016
By: Kelsey Loughman Kelsey Loughman
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When it comes to marketing technology Bala Kudaravalli thrives on simplicity. With over 16 years of industry experience, Kudaravalli is an expert in creating and implementing best-in-class marketing experiences. Now, as the Marketing Technology Director at Salesforce, he’s using his expertise to solve the marketing technology puzzle that enables an omni-channel customer experience and drives real business growth. We caught up …

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How to Increase Your Database with Qualified New Leads

Friday, August 5, 2016
By: Kelsey Loughman Kelsey Loughman
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How are your lead gen numbers looking right now? Whether it’s the dog days of summer, the post-event lull, or drowning in deadlines, the best marketers know how to overcome slow traffic and stretch capacity to grow their database creatively. If you’re looking to increase your acquisition, we’ve got a couple of tricks that may help. We’ll leave the standard distribution …

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The Customer Experience Success Triangle: A CEO’s Perspective on Why Companies Need to Invest in Customer Experience

Wednesday, August 3, 2016
By: Shreesha Ramdas Shreesha Ramdas
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A CEO’s job is to have an influence on every decision that impacts market growth, increased profitability, and cost savings. They focus on identifying action items that yield direct positive results, and choose where to allocate budgets effectively. In the past, customer-centric programs haven’t appeared to directly yield profits so CEOs passed on them in favor of other, more immediate …

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How to Hack Content Creation for Stretched-Thin Marketing Teams

Monday, August 1, 2016
By: Ardath Albee
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A review of research on B2B content marketing over the last five years shows that the same problems persist—problems that continue to limit B2B marketing effectiveness. One of the biggest challenges? Content creation. Consistently producing engaging, high-quality content that contributes to marketing effectiveness has ranked as the top B2B content marketing pain point year over year. While time, skill sets, …

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Strategy Before Tactics: 3 Simple Steps for More Effective Content

Friday, July 29, 2016
By: Katrina Pfannkuch Katrina Pfannkuch
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It’s not easy to know where and how to allocate funds to craft an effective content strategy. Between technology, resources, and implementing specific tactics, cobbling together a winning marketing mix can feel a bit like playing chess in the dark. Many companies continue to rely on guesswork guided by the latest trends or past successes. Yet, many B2B organizations continue …

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