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More Cool Tools Applied to B2B Marketing: Video Capture

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Since email, as a marketing medium, has evolved past "mainstream" and on to "boring," let's get creative and look at some new ways to communicate to buyers. How about sending videos that show off a new product feature, explain a new research finding, or show how to do a task? Or even make a sales presenation? read more. Multimedia Tools

Now on YouTube: Our White Paper

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Demonstrating how to repurpose B2B content using simple video tools, we present the video version of "Secrets of Case Study Winners," based on our white paper about effective B2B case study programs. read more

Sales and Marketing: Let Worlds Collide

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Business to Business (B2B) Sales and Marketing AlignmentAt a recent Focus Roundtable on Sales and Marketing alignment (or the lack thereof), we acknowledged the frequently discussed differences between the people who work in sales jobs and the people who work in marketing jobs. Marketing people think of their company’s prospects as a either a homogenous group or grouping of groups (segments), and they communicate with these groups through vehicles that are designed to reach masses of people. read more.

Google Fights Back Against Content Farms

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Better Corporate Writing Business to Business (B2B) Content MarketingI applaud Google for using its enormous influence to fight back against the content farms, such as eHow and WikiAnswers, which clog search results with weak but heavily search-engine-optimized content to fuel ad sales. read more.

B2B Loyalty, The B2C Way

Find out how consumer loyalty principles can help B2B companies reward, recognize, and engage their customers

Thought Leadership: The Currency of B2B Content Marketing

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Tags: Business to Business (B2B) Content Marketing

Dig Deep with B2B Buyer Personas

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Every B2B marketer I talk to is on board with the concept of user personas to guide their web content strategy. Tags: Business to Business (B2B) Web Copy Writing Now our team is working with several clients to really drive this concept home, and apply personas more aggressively to the content they are creating. The results are paying off in content that truly speaks to the buyer.

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New Rules of B2B Engagement

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Tags: Blogging Business to Business (B2B

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Avoid Paralysis of the B2B Buyer

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Tags: B2B Buying Cycle Content Strategy

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B2B Marketing Trends for 2016

B2B Marketing. Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. B2B marketers will focus.

Remedy for the Overworked B2B Marketing Director

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B2B Marketing Directors are particularly busy these days. Tags: Business to Business (B2B) Buyer Perspective Content Strategy While the economy shows signs of improving, they are skeptical and cautious. They will believe there's an upturn when their budgets and headcounts go back up. Until then, they are running as fast as they can on the tightest resources. read more.

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B2B Marketing: The Fine Line Between Doing It Right and DIY

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Tags: Business to Business (B2B) Content Strategy

Case Study Winners: It’s a Program, Not a Project

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B2B Case Studies Business to Business (B2B) Content MarketingIn a recent post, I told about my favorite discovery as we interviewed B2Bs for our new white paper, “ Secrets of Case Study Winners.” That discovery was that the “winners” created bene read more.

It's Time for Alacrity

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B2B Lead Nurturing Business to Business (B2B a·lac·ri·ty [uh-lak-ri-tee] –noun 1. cheerful readiness, promptness, or willingness. read more.

Love Your Vendors, Get Tough with Your Clients

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Business to Business (B2B I recently heard this advice from an experienced business consultant: instead of loving your clients and being tough on your vendors, it's time to love your vendors and get tough on your clients. His rule-of-thumb is contrary to conventional wisdom ; I was intrigued and asked him to elaborate. read more.

The B2B Marketer's Field Guide To Customer Engagement

Leverage customer engagement and advocacy to drive brand, demand and profitable growth

What's in a Lead Source?

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Tags: B2B Buying Cycle B2B Lead Nurturing Business to Business (B2B

Switch: Motivate the Elephant.to Buy

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Tags: Business to Business (B2B) Content Marketing Marketing with Emotion

How to Attract Readers: Turn the Solution Around

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Tags: B2B Buying Cycle Better Corporate Writing

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Create More Content--With Less

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The toughest part of a B2B marketer's job? 73% say: doing more with less. A new survey from Genius.com and BtoB Magazine is quoted in MarketingProfs (" B2B Marketers Struggle with Changing Roles "). Tags: Business to Business (B2B) Content Marketing read more.

B2B Marketing Trends for 2016

B2B Marketing. Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. B2B marketers will focus.

Craft Content to the Buying Cycle: Stage 1, the Unaware Buyer

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Tags: B2B Buying Cycle Business to Business (B2B) Content Strategy

Fulfilling a Content Strategy for the Enterprise: It's Much More than Writing

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Tags: Business to Business (B2B) Web Copy Writing

Whose Marketing Plan Is It, Anyway?

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There’s a chronic disconnect between the motivations of B2B marketers and their prospects. Tags: Business to Business (B2B) Buyer Perspective Content Strategy Until marketers fix it, they will contending with their prospects instead of influencing them. Does your marketing organization suffer from this disconnect?

Are You Interesting To Me?

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Tags: Business to Business (B2B) Content Marketing Social Media

B2B Marketing Trends for 2016

B2B Marketing. Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. B2B marketers will focus.

Edit Twice, Measure Once

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Tags: Business to Business (B2B) Content Marketing

Why Outsource B2B Content Marketing? Reasons Abound.

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Tags: Better Corporate Writing Business to Business (B2B) Content Marketing

Building Trust in the Digital Age of B2B Marketing

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According to this short piece on MarketingProfs last week , B2B marketers should get ready to move their entire sales process to the mobile phone. Tags: Business to Business (B2B) Marketing Automation At least, that's what the synopsis at the end seems to say. Fortunately, the original post by Robert Lesser goes more in-depth. read more.

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Commoditized Content: Is B2B Next?

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Tags: Business to Business (B2B) Content Marketing Social Media

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Why B2B Content Strategies Are Paramount for Generating Quality Leads

Generating demand and ensuring the consistent flow of high-quality, actionable leads is what makes B2B marketers successful

It's Still B2B to Me

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Tags: Brand Journalism Business to Business (B2B

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Crusaders and Shepherds: Lessons for B2B Marketers

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Tags: Business to Business (B2B) Social Media Social Network Content

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B2B Publishers: Guardians of Truth

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When I read the declaration "B2B marketers are the new publishers" I both cheer and cringe. Tags: Business to Business (B2B cheer because publisher are empowered--"publishing" means taking charge of an entire platform of content. cringe because with power comes responsibility, and publishing is a big commitment to the readership (i.e., market). The mantle of a "publisher" feels to me like a solemn duty that goes beyond lead gen. What's that about? read more.

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On Toys, Tenure, and the Comfort Zone of B2B Marketers

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Tags: Business to Business (B2B) Content Strategy Marketing Automation

How to Shine: a B2B Personas Case Study

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Last week I met a B2B solopreneur who performs visual facilitation. Julie's recent blog post is a perfect case study for B2B personas. She leads meetings and synthesizes group-think by illustrating discussions on a large mural, in real time. read more.

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Marketing Success: When Buyers Self-Select

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B2B Buying Cycle Business to Business (B2B) Sales SupportI enjoyed speaking on the Focus Roundtable a few weeks ago on the topic of sales and marketing alignment, along with Dan McDade of PointClear , Tim Sullivan of Sales Performance International, and Karen Hayward of Centerbeam. You can listen to the recording of the event here. read more.

B2B Marketers: Ready for the iPad?

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This post titled "6 Things the iPad Means for B2B Marketers" by Steve Woods of Eloqua, describes the new opportunities of Apple's iPad as one of those channels. Tags: technology business to business (B2B) white papers content marketing As content strategists, we stress to our clients the importance of repurposing content in all channels. Number 3 of the 6 is particularly interesting:Books and whitepapers become interactive: as books and whitepapers are more and more.

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Case Study Winners: It’s About the Client

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Our new white paper, “Secrets of Case Study Winners,” outlines quite a few specific strategies for B2B companies to create successful case study programs. The idea for this white paper was borne from my observation that case studies are remarkably difficult for most B2Bs to generate, yet they are usually the most valuable marketing content a B2B can provide for its sales force. B2B Case Studies Business to Business (B2B) Content Marketingread more.

How To Craft Content to 4 Stages of the B2B Buying Cycle

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I talk with B2B companies who are on board with content marketing as a concept, but don't know where to start. Tags: B2B Buying Cycle Business to Business (B2B) Content Strategy What makes content "good" for their particular buyers? And how can their content be more compelling than their competitor's? They can brainstorm titles for white papers all day, but not be confident that one content theme will be any more effective than another. read more.