Category: B2B Marketing
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Credibility is the single most important attribute of great marketing content. Effective content must also be relevant and valuable, but if potential buyers don’t see your content as credible, they won’t give you credit for relevance or value. Here are two ways to increase the credibility of your content. Several recent research studies have contained…
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Today’s customers clearly expect great experiences. But most of their expectations are focused on a few critical interactions. What most customers really want is fast and responsive service that addresses their needs, solves their problems, or makes their lives easier. A recent study by the CMO Council and SAP Hybris provides several important insights regarding…
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The new SiriusDecisions Demand Unit Waterfall has received lots of accolades since its introduction this spring, and the accolades are richly deserved. But one of the new demand stages should be labeled Use With Caution. In May, SiriusDecisions unveiled the latest iteration of it venerable Demand Waterfall with great fanfare. SiriusDecisions calls the new version…
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Business buyers broadly agree that thought leadership content has a significant impact on their purchase decisions at every stage of the buying process. But they consistently rate the impact of their organization’s thought leadership content substantially lower. That is one of the more ironic findings of a recent study by Edelman and LinkedIn. How Thought Leadership…
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There’s no safe middle ground with it comes to thought leadership. It’s a classic double-edged sword. Great thought leadership makes a positive impact on buyers at every stage of the buying process. Poor thought leadership, on the other hand, will result in lost business opportunities. These are some of the major findings of a recent…
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Marketing leaders are increasingly on the hook for growth, and to meet this demand, they must understand how growth happens and where it originates. This post describes the wellsprings of revenue growth that any company can tap.Today more than ever, marketing leaders are expected to develop strategies and execute programs that will drive revenue growth.…
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Two recent surveys by Demand Gen Report highlight the importance of making it easy for potential buyers to find and access marketing content. Most B2B companies are already using content marketing in some form, so the challenge now is to make content marketing efforts as effective as possible. As it turns out, making content easier…