Think about it-  The corporate website is the digital face of your company through which you engage with your audience, tell them who you are, what you stand for and share with them your expertise and experience.  Now go back and check your website and see if your content is in line with this definition- especially the point about ‘engaging’ with your ‘audience’. The trouble with us marketers is that we love talking about our products and their myriad features, how they are ‘cutting edge’ and can ‘make a difference’. How can my product solve the problem? MORE >>

Home Marketing Matters About Contact B2B Marketing Store Company Website Deconstructing the Four Stages of the Industrial Buy Cycle by Achinta Mitra on May 26, 2010 in B2B Lead Generation , B2B Marketing Collateral , Content Marketing , Integrated Industrial Marketing B2B marketers agree that lead generation and nurturing campaigns must deliver relevant content to their target audience to be successful. But not easy to execute because there usually is a disconnect between what your prospect wants to hear and what you want to say about your company and its products and services. MORE >>

Content is a multi-faceted strategic approach, and a critical offering in engaging your key audiences. Pairing content with product promotions helps drive evangelism. By positioning content with demand generation efforts, marketers can better define and target suspects, prospects, and provide meaningful engagements to support their research and discovery processes. There are many facets of the content to customer journey. Expand your view of the content audience - Consider this: your content audience isn’t just people who might buy your product. MORE >>

You probably hear a lot these days about targeting mobile consumers and how important tablets and mobile devices are becoming. Mobile is growing very quickly, but you’ll probably find that mobile traffic is still 10% or less of your audience, and an even smaller percentage of your conversions. For them, case studies, product comparisons, and similar content will be most effective in encouraging engagement and moving them further through your sales process. Internet Marketing Customer relationship management marketing social mediaWhere Is Your Prospect? MORE >>

For example, if I say this blog is only for “B2B marketers&# - will that focus the target audience of the blog? And B2B marketing is my topic, not necessarily my audience. Does title-targeted content draw more targets? We lose every time we marketers make it all about us or our solution or our product or our organization and not about the customer. If I try to label my audience then fewer of them and much fewer people in general will read it, share it, or care about it. My advice: Understand what your target audience is looking for. MORE >>