B2B Product Marketing Tips in the Age of the Customer

Thursday, April 14, 2016
By: Kelsey Loughman Kelsey Loughman
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Sixty-nine percent of senior marketers cite understanding buyer needs as the most important go-to-market strategy, and 80% of these same marketers view creating collateral as their top priority. Sixty-nine percent of senior marketers cite understanding buyer needs as the most important go-to-market strategy, and 80% of these same marketers view creating collateral as their top priority. Let that sink in …

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Chapter 1: Consistency in the Customer Journey

Tuesday, March 15, 2016
By: Kelsey Loughman Kelsey Loughman
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The Customer Experience Management Guide [Chapter 1] Customer experience. It’s the latest marketing buzzword. But what does it mean for your business? The Customer Experience Management Guide breaks down the buyer’s journey step by step, providing you with comprehensive information on how to use marketing content to create a best-in-class customer experience that drives business growth. Start here with Chapter …

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Chapter 2: Understanding, Mapping, and Delivering Effective Customer Experience

Tuesday, March 15, 2016
By: Kelsey Loughman Kelsey Loughman
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The Customer Experience Management Guide [Chapter 2] Customer experience. It’s the latest marketing buzzword. But what does it mean for your business? We’re here to help. If you want to know more on what it matters, discover leading analyst perspectives and research in Chapter 1. Otherwise, keep reading to learn actionable steps for mapping the customer journey, building connections between content, …

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Chapter 3: The Marketing-Driven Customer Experience Map

Tuesday, March 15, 2016
By: Kelsey Loughman Kelsey Loughman
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The Customer Experience Management Guide [Chapter 3] Customer experience. It’s the latest marketing buzzword. But what does it mean for your business? In Chapter 3, we’ll dive into clear strategies to help you achieve buy-in, so you can address the broken journey with the support of your marketing organization. Or jump back to beginning and hear leading analyst perspectives and research …

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Chapter 4: The Steps to Effective Customer Experience Management

Tuesday, March 15, 2016
By: Kelsey Loughman Kelsey Loughman
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The Customer Experience Management Guide [Chapter 4] Customer experience. It’s the latest marketing buzzword. But what does it mean for your business? We’ve gone through the who, what, why. Now it’s time to focus on the how. Chapter 4 will take you through a four-phase approach you can start today to get your organization from chaos to cohesive marketing-driven customer experience. If you’re …

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8 Simple Marketing Templates for Planning Content Strategy [FREE Download]

Wednesday, March 2, 2016
By: Kelsey Loughman Kelsey Loughman
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Planning. Writing down your strategy. It’s that extra little step we should take before starting a campaign. But in the life of a busy marketer, we don’t always have time. So, we move forward and leave planning for that next campaign, when we’ll have an abundance of time (which, of course, never happens). The problem is that failing to plan …

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5 Demand Gen Lessons from the Team That Makes Everything Easier, for Dummies

Wednesday, February 17, 2016
By: Kelsey Loughman Kelsey Loughman
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John Wiley and Sons, a 208-year-old global publishing brand known for their For Dummies brand, is a B2B Marketing rockstar. Through a worldwide campaign, aptly named For Dummies Custom Solutions, the Wiley marketing team overhauled old processes and siloed teams to craft an integrated marketing strategy that totally rocks—and, they have $975,000 of campaign-generated SQL pipeline to prove it. We …

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The 10 Most Important B2B Customer Experience Stats of 2016

Wednesday, February 3, 2016
By: Kelsey Loughman Kelsey Loughman
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It’s the Age of the Customer and marketing-driven customer experience is on the minds—and budgets—of B2B marketers everywhere. Now, more than ever, understanding and supporting your customer at each and every stage of the journey is vital to the success of your marketing strategy—which is why we created a comprehensive guide on the subject. Still need some convincing? Take a …

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5 Ways to Map Content to the Buyer’s Journey from Netskope’s VP of Marketing

Tuesday, February 2, 2016
By: Kelsey Loughman Kelsey Loughman
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When it comes to customer-centric marketing, Netskope understands how to plan, create, distribute and analyze content that crushes it. Netskope, providers of cloud-based security, focuses on creating high-quality content in diverse formats. Their upbeat style makes for an approachable experience that engages and delights customers. “In the beginning you do whatever it takes…But, if you want to be a content juggernaut, you need …

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Trading Phantom Content for High-Quality Content That Sticks

Thursday, January 28, 2016
By: Kelsey Loughman Kelsey Loughman
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You want to craft an effective content strategy, but you’re overwhelmed by the chaos of content marketing. You know your plan lacks the focus it needs to really make an impact. This muffled strategy often results in “phantom content”—content that is published only to disappear without generating or nurturing leads. With 88% of marketers looking to address creating high-quality, engaging content in …

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