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At a time when marketing budgets are tightening, surveys and survey reports represent some of the most compelling and cost-effective content a B2B marketer can produce. Why? Because a well-crafted survey does all this and more: * builds thought leadership for your brand and helps establish your company as subject… Read More
According to the blogosphere, and based on conversations with clients, there appears to be a movement afoot to free marketing content from the shackles of registration forms and offer everything from white papers to Webinars ungated. Arguments from those who oppose gated content vary, but typically are variations of the… Read More
When a marketing budget get cut, certain line items tend to get immediate scrutiny: media spend, headcount, events. However, simply slashing spend – while quick and dramatic – can have a detrimental effect on leads, pipeline, and revenue. There are more creative methods for achieving marketing efficiency without sacrificing ad… Read More
Aligning content offers with stages in the buying cycle is a critical factor in maximizing engagement. Early stage or “top of funnel” content generally speaks to industry trends or best practices because early stage buyers may only just be launching their research, or perhaps not even aware they have an… Read More
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
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
Demand Gen Report has published the results of this year’s “B2B Buyer’s Survey,” and the trends identified merit close attention for those marketers involved in B2B demand generation and content development. This year’s report (download a copy here – registration required) is striking in the degree and pace of change… Read More