The Currency of Content: How to Measure the Value of Your Content

Wednesday, July 27, 2016
By: Tarah Speck Tarah Speck
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All B2B marketers know (and love) that content marketing has become the new cool kid in town. Content Marketing Institute found that 70% of B2B enterprises are creating more content than a year ago, with 52% planning to increase spending on content. The need for content among B2B buyers is in high demand, and marketers have to step up to …

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Beauty, Business, and Badassery: Tyra Banks at Oracle Marketing Experience

Monday, May 9, 2016
By: Tarah Speck Tarah Speck
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I’ll start by openly confessing that I’ve never given much thought to Tyra Banks, the director, producer, and host of “America’s Next Top Model.” So I never would have guessed that the quirky supermodel would be invited as a keynote speaker at Oracle’s Modern Marketing Experience. A supermodel and former talk show host at an Oracle conference? The connection seemed …

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Producing All-Star Content for Demand Generation

Tuesday, November 17, 2015
By: Tarah Speck Tarah Speck
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If you’ve read a single article about marketing in the last few years, then you’re all too familiar with the term “data-driven marketing.” But let’s be real—despite all the hoopla around it, if you’re like most B2B marketers, you’re still challenged to truly execute data-driven strategies. The truth is, only 27% of B2B marketers say they are effectively tracking content utilization metrics—and content …

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How a Top Product Marketer Navigates Office “Game of Thrones”

Wednesday, November 11, 2015
By: Tarah Speck Tarah Speck
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Honestly, I don’t enjoy when B2B blogs sacrifice relevant content for the sake of being pop-culture relevant. But here’s the thing: we interviewed dozens of B2B product marketers last quarter, and the most common barrier to success was this: “I have to navigate departmental politics—kind of like Game of Thrones.” B2B product marketers are the glue that holds together product, marketing, and …

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Become a B2B Product Marketing All-Star, Not the Office Referee

Tuesday, October 20, 2015
By: Tarah Speck Tarah Speck
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Do you spend more time navigating office politics than executing your B2B product marketing strategy? We feel you. Over the last few months, we chatted with dozens of B2B product marketers, from companies large and small. We even grilled our own product marketers at Kapost for deeper insights. The overwhelming consensus was this: B2B product marketers feel like the referee …

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5 Stats Keeping B2B Marketers Up at Night

Monday, September 21, 2015
By: Tarah Speck Tarah Speck
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I’m just going to put it out there—B2B marketing is HARD. Between chasing down industry experts for content ideas, to getting your sales team to actually use that pitch deck you made, or simply getting everyone aligned on messaging—our jobs are complex and tricky. We’ve put together some key stats keeping many B2B marketers up at night, and some tips …

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#CMWorld 2015: Keynotes in a Nutshell

Thursday, September 10, 2015
By: Tarah Speck Tarah Speck
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Content Marketing World (2015 edition) has been a trip indeed. Cleveland has been kind to us, and the workshops have been compelling as ever. We’ve seen some smashing keynotes from the likes of Jay Baer, David Beebes, and Monty Python’s own, John Cleese. We know that not all of the marketers in content land made it to Cleveland, so in …

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How to Woo a Millennial in B2B Marketing

Wednesday, September 2, 2015
By: Tarah Speck Tarah Speck
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“Change is the law of life. And those who look only to the past or present are certain to miss the future.” – John F. Kennedy   Millennials have been the “it” topic of study for consumer purchasing behavior for a while now. As the most educated, tech-savvy, and largest generation since the baby boomers, B2C industries such as retail, food …

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[Customer Spotlight] Datavail’s Dynamic Duo Takes Digital Content Marketing to the Next Level

Thursday, August 20, 2015
By: Tarah Speck Tarah Speck
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Think it takes an enterprise-sized marketing department for content to make a significant impact? Think again. In the case of Datavail, Kelley Bjella and Megan Isherwood blow that myth out of the water. With a focused, data-driven strategy in place, the content managed by their small but mighty team now contributes to 75% of Datavail’s monthly revenue.  Both marketers credit Kapost …

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Uniting Your Teams for a Super B2B Product Launch Plan

Friday, August 14, 2015
By: Tarah Speck Tarah Speck
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Launching a new B2B product impacts the majority of departments within a company. The sales team is responsible for selling it to potential buyers, the customer support team helps new and current clients successfully implement it, and the marketing and public relations team promotes it in the marketplace. In a healthy company these departments work together, which is crucial because …

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