4. Understand their needs and where they are coming from. Again ― this is something that many companies just nail. You can tell from the moment you land on their homepage that they get you and what you need. Then there are other companies. They mean well, but they don’t seem to really know what […]
You Need to Understand These 6 Things About What B2B Buyers Want Read More »
The old Abbott and Costello routine Who’s on First? is a classic gag. It’s seemingly endless, and also very funny. Who’s Got the Authority to Sign Off and Approve a Piece of Marketing Collateral? may feel like just as much of a gag. It’s definitely endless, but it’s not so funny. Approval is like a
Enough is Enough in the Approval Process: When to Sign Your Name and Ship It Read More »
The content you create is aimed at addressing the questions your buyers have. It could be directed at those initial questions they are typing into Google or Bing, or it could be more content aimed at addressing questions buyers have when they’re further along on their journeys, such as why they should choose your solution
Heidi Cohen Interviews Rebecca Lieb New book: Content: The Atomic Particle of Marketing Q: What’s your best piece of advice for readers looking to improve their marketing? Strategy before tactics. There’s been a very understandable pattern of behavior since digital marketing began to jump in with both feet, giving little thought to business goals or how
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Once upon a time, simply having a social media strategy was considered a win. In the early days of social media, B2B tech marketing teams kicked off Facebook and Twitter campaigns and patted each other on the back as the likes and followers came rolling in. Fast forward a decade. Now that 86 percent of
Why Smarter Marketing Strategy Is Better Strategy Read More »
If you read a piece of your company’s content out loud at a conference – with no introduction, and no attribution ‒ would the audience recognize it as yours? That’s the ultimate test of a brand “voice.” The conference challenge might be a bit unrealistic, but it’s still a worthy goal. Everything you publish should
NOW UPDATED! This post was expanded for 2017 with new information, examples, and stats on website competitive analysis. Enjoy! Julian Castro once said: “We know that in our free market economy some will prosper more than others.” Like anything worth having, the unfortunate reality of running a business is that you are going to face a lot
