The Value of ABM Goes Beyond Marketing

Friday, April 21, 2017
By: Ardath Albee
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Pushing product: it’s what B2B companies have been doing for years. Even if we say we’re putting the customer front and center, usually we’re not really walking the talk. We have all these meetings and mandates about what the company wants to accomplish and rally our teams to create strategies and execute tactics to achieve them. But in most of …

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Content Operations Halts Random Acts of Content

Friday, April 7, 2017
By: Ardath Albee
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One of the biggest values that come with content operations maturity is the ability to say “no” to ad hoc content demands. As B2B marketers have adopted content marketing, many have found themselves on the hamster wheel of content production. Volume has become the rallying cry, rather than purpose, meaning, and experiences. Part of this is due to the ease …

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Content Operations: A Focus on Maturing Capabilities

Wednesday, February 1, 2017
By: Ardath Albee
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Content operations is still an immature function as a formal department within a B2B organization. Let’s be honest; content marketing has a lot of moving parts that can be difficult to orchestrate to a graceful and productive outcome. Establishing a content operations function requires process design and development. This function is built on the foundation of a documented strategy—which research …

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The Value of Content Operations for Committed B2B Marketers

Friday, October 14, 2016
By: Ardath Albee
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Nearly all B2B companies are using content marketing to attract and engage buyers. We’ve been doing this for quite some time. But getting it right is still a struggle for a majority of companies. This is because we haven’t formalized content marketing as a strategy or built sufficient process, workflow, and collaboration around its execution. The 2017 B2B Content Marketing …

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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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Great B2B Customer Experiences Require Customer-Centric Marketing

Monday, May 16, 2016
By: Ardath Albee
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Only 12% of B2B marketers rate themselves as “very effective” at delivering a great customer experience. No, that’s not a typo. It’s a finding from the 2016 B2B Customer Experience Benchmark Report from Kapost. The report defines customer experience as: Customer experience encompasses each interaction between a customer and brand across channels (social media, website, email, sales, etc.) and technologies …

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Taking Action to Turn Content Into Revenue

Monday, April 11, 2016
By: Ardath Albee
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B2B content marketers are under the gun to prove that content marketing performance is tied to business value—namely revenue. This has been difficult to achieve, however, likely because of a few misconceptions about content marketing. Let’s clear those up first, and then we’ll look at how to use content marketing more effectively. 3 Myths About Content Marketing Myth 1: If …

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Content Marketing Operations: Best Practices to Calm the Chaos

Monday, March 7, 2016
By: Ardath Albee
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The formation of a content marketing organization should result in individual roles that are beautifully synced. At least that’s the gist of how Jason Miller—who’s in charge of leading global marketing for LinkedIn Marketing Solutions—phrased it in a recent presentation about how LinkedIn combats the chaos of content marketing at scale. There are a number of factors at play in content marketing that …

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Use Agile Marketing to Quash the Quality vs. Quantity Conflict

Thursday, February 11, 2016
By: Ardath Albee
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B2B marketing is in a constant state of flux. Marketers are being asked to do more than they’ve ever tackled before. Just thinking about the channels, technologies, and tactics brings the chaos into full focus. The biggest change is with our buyers—we have to clearly understand them in order to rise above the noise and build meaningful relationships. While some …

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Shift from More to Better for a Marketing-Driven Customer Journey

Tuesday, January 19, 2016
By: Ardath Albee
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Content marketing isn’t about creating and publishing more content; it’s about creating relevant, lasting relationships that result in profitable outcomes for your company—from awareness to advocacy. But, as in many things in marketing, “more” has gained a foothold. More leads, more content, more channels, more marketing functions, more marketing technology, and so on. “More” has become the rallying cry for …

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