The Business Value of Content Marketing [Webinar]

Tuesday, April 25, 2017
By: Laura Schwecherl Laura Schwecherl
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There aren’t many more ways for us to say it: getting your content operation organized is critical to the success of your B2B marketing organization. We can talk, talk, talk about content strategy and thought leadership all day, but when it comes down to it, you’d probably rather hear from someone other than a marketing software company, right?  Your wish is …

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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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3 Ways to Make the Most of Your Marketo Summit Experience

Wednesday, April 19, 2017
By: Paralee Walls Paralee Walls
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The Marketo Marketing Nation Summit is headed back to the city by the bay next week after a short detour in Las Vegas last year. San Francisco has a million things to offer, but optimizing your short time at the Summit requires some serious planning. As a data-driven marketer, I ask myself how I am going to maximize my ROI. …

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Why B2B Marketing Still Needs Social Media

Monday, April 17, 2017
By: Katrina Pfannkuch Katrina Pfannkuch
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When your organization struggles to find a way to turn an online presence into a revenue generator, it’s easy to wonder why B2B needs social media in the first place. Between daily content creation, constant updates, online conversation management, and striving to stay relevant to a highly curated customer base while remaining competitive, it can seem like an overwhelming nut …

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When Influencer Marketing and Integrated Marketing Campaigns Collide: How to Strike a Balance

Friday, April 14, 2017
By: Ritika Puri
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A successful influencer marketing strategy is a delicate balance to strike. Many marketers are under the misconception that there’s a linear process to follow: Step 1: Pick someone with a lot of following Step 2: Interview that person or maybe quote him or her Step 3: Expect that forces of the universe will spark content shares Step 4: Sales But …

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Solving the Content Production Problem, According to IBM Analytics

Wednesday, April 12, 2017
By: Kelsey Loughman Kelsey Loughman
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If you look at the stats on the current state of B2B marketing, content marketing is still going strong—as in, 89% of B2B marketers are using a content marketing strategy, 29% of global marketing budgets are spent on content marketing, and 39% of companies are planning on increasing that budget for 2017, according to the most recent B2B marketing survey …

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Spring Clean Your Content: The Basics of a Quick & Dirty Content Audit

Monday, April 10, 2017
By: Katrina Pfannkuch Katrina Pfannkuch
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The spring season can inspire the desire to declutter and streamline, which makes it a great time for B2B organizations to spring clean content with a quick and dirty content audit. Broken links, under-performing assets, changes in customer preferences, and content gaps happen even to the best of marketing teams. Instead of putting a content audit off for another season …

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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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6 Different Types of Buyer Journey Maps

Wednesday, April 5, 2017
By: rochana.rapkins
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Organizations that use a mapping program to manage buyer and customer journeys average a 79% increase in cross-sell and upsell revenue, marketing research from the Aberdeen Group reveals. In the new B2B marketing landscape, buyers are in control of their journeys. According to Forrester, 74% of buyers do more than half their research online before making an offline purchase, and …

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Solving the Scale Problem with an Agile Content Operation

Tuesday, April 4, 2017
By: Andrea Fryrear
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As the practice of content marketing matures, the needs, concerns, and challenges of content teams are changing.  Fewer marketing teams are asking themselves, “How can we start producing content consistently?” Instead, the question of the day seems to be, “Now that we’ve got it working, how do we scale this whole content thing?”  It’s a thorny question because there are …

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