Category Archives: B2B content strategy

linkedin ads

Why 46 Percent of LinkedIn Ads Fail

Most B2B marketing benchmark reports are completely useless.  That’s because either 1) the results were generated through surveys, which (as any reputable statistician will tell you) causes all sorts of data bias, and/or 2) the data fails to account for the wide variance caused by differences in offer (e.g. webinars… Read More

The Risks of Over-Reliance on Late-Stage Content

Whatever demand gen channels you use to generate marketing leads, there’s value in always promoting a mix of content and other offers that span the entire buying cycle: early-stage, mid-stage, and late-stage.  That’s not simply because prospective customers will engage more readily with content that better aligns with whether they’re… Read More

corporate blog

5 Easy Ways to Have Your Corporate Blog Drive Measurable Demand

Even as demand generation activity begins to pick up, most marketing budgets right now remain tight, and so B2B companies are looking for creative, low-cost ways to drive demand.  One of the areas we recommend consistently to our clients is to do more with the corporate blog. Blogs are historically… Read More

competitive campaign

Tips for a Successful Competitive Campaign

It’s a perennial fixture in any marketer’s calendar that, every so often, the boss will decide that it’s time to drop the proverbial gloves and go after the competition. There are many, legitimate reasons for why it may make sense to mount a concerted, integrated campaign to target a competitor’s… Read More

B2B Content Preferences

8 Key Takeaways from New Survey on B2B Content Preferences

The team at Demand Gen Report just released their 2018 Content Preferences Survey Report (free download, registration required), yielding fresh insights – and a few surprises – on the types of content today’s B2B buyers prefer, and why.  The report is a useful resource for B2B marketers planning content development… Read More

analyst reports

How to Market an Analyst Report

Technology marketers love analyst reports.  Sure, they’re expensive to license, but they’re instant fodder for all sorts of content marketing, they bring credibility and name recognition to a campaign, and – bonus – they say nice things about your product. However, in my experience, most tech companies don’t know how… Read More