Ask the Experts: How to Achieve Cross-Team Marketing Alignment

Wednesday, October 5, 2016
By: Kelsey Loughman Kelsey Loughman
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One of the most essential competencies of a successful modern marketing organization also happens to be the most difficult: cross-functional alignment. Achieving cross-functional alignment requires internal agreement on set priorities—be they for a week, month, quarter, or year. Then, these priorities must be highly visible across an organization, to ensure people are accountable. That means each and every person on …

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Ask the Experts: Delivering a Consistent Customer Experience

Wednesday, September 28, 2016
By: Kelsey Loughman Kelsey Loughman
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Customer experience. The two words that haven’t stop buzzing in our ears since 2015 with no signs of slowing down. Because when it comes to delivering world-class B2B businesses, an on-point customer experience is a cornerstone of both customer acquisition and retention. What does marketing have to do with effective CX? With digitally consumable content driving the customer experience—content created …

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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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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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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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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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Don’t Be Boring: What Creative B2B Marketers Can Learn from B2C

Friday, July 8, 2016
By: Kelsey Loughman Kelsey Loughman
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There’s a myth among B2C marketers. That they’re the A-team marketers. Meanwhile, B2B marketers are, well, the B team. As if B2B marketers sit around dreaming, “If only I could be a B2C marketer—oh, all the flashy ads and brand loyal customers I’d have!” Yeah, no. Being a B2B marketer isn’t better or worse, it’s just different. Everyday, we’re supporting …

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Agile Marketing: 5 Critical Things You Need to Know

Wednesday, June 15, 2016
By: Kelsey Loughman Kelsey Loughman
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If you ask five people to define agile marketing, you’ll probably get five different answers. But the unifying principle of agile—across industries and fields—is prioritizing the right work to make an efficient and quantitative impact, and doing it even better next time. With agile, B2B marketers learn and iterate, moving toward key business objectives. It contrasts waterfall processes, where you wait until …

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