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Earlier this month I co-hosted a Webinar with Greg Kelly of Vidyard and Jason Oakley of Uberflip on “Driving B2B Engagement with Personalized Content.” During the event, we discussed trends driving the interest in content personalization, addressed some of the key challenges, and presented examples of B2B companies having real… Read More
First, a confession: I hate providing references. As one of the principals at a B2B marketing agency, I get asked for them frequently (though not always) by prospective new clients and, quite aside from the hassle of selecting (who have we not asked recently?), contacting, and requesting permission from the… Read More
The following is an excerpt from an interview I conducted recently with the folks at TechnologyAdvice, a leading online provider of information resources to help IT professionals make informed buying decisions. For the complete interview, see the TechnologyAdvice marketing blog. Reposted with permission. (TA) Marketers tend to think of outsourcing… Read More
A prospective client asks: “What are the best demand generation strategies for finding people who are ready to buy our product?” My response: Finding highly-qualified, late-stage prospects has less to do with demand generation channels or tactics, and much more to do with content. For example, if you offer prospects… Read More
By now we’ve all heard the statistics that as much as two-thirds of all email is opened or read on mobile devices. But no problem – you’re using responsive design for all your email campaigns, so you’ve got that covered, right? Well, not so fast. Our firm produces dozens of… Read More
Copywriting success may depend on finding the precise mix of language that resonates with your audience, but success or failure can just as easily rest on which words you don’t use. Here are my candidates for 5 common terms and phrases that every B2B writer should eliminate from his/her vocabulary:… Read More
On a recent conference call with a prospective client, the Vice President of Sales chimed in with a question: “How many touches do you think it takes before someone becomes a lead?” In the most diplomatic tone I could muster, I responded by stating that I didn’t think there was… Read More