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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.

What did Don Draper know that we may have forgotten? (Part 1)

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Tags: Business to Business (B2B) Content Marketing

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.

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B2B Marketing Trends for 2016

better job of linking their efforts to measurable business results. Demonstrate business results: the challenge to tie marketing efforts to measurable business results (e.g., Encourage employee advocacy: a business's employees are (or at least should be) natural brand advocates. What are the business and. my business deliver upon them? B2B Marketing.

Switch: Motivate the Elephant.to Buy

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

What's in a Lead Source?

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

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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

Dig Deep with B2B Buyer Personas

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Tags: Business to Business (B2B) Web Copy Writing

B2B Marketing Trends for 2016

better job of linking their efforts to measurable business results. Demonstrate business results: the challenge to tie marketing efforts to measurable business results (e.g., Encourage employee advocacy: a business's employees are (or at least should be) natural brand advocates. What are the business and. my business deliver upon them? B2B Marketing.

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

Create More Content--With Less

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Tags: Business to Business (B2B) Content Marketing

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

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.

Are You Interesting To Me?

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

B2B Marketing Trends for 2016

better job of linking their efforts to measurable business results. Demonstrate business results: the challenge to tie marketing efforts to measurable business results (e.g., Encourage employee advocacy: a business's employees are (or at least should be) natural brand advocates. What are the business and. my business deliver upon them? B2B Marketing.

New Rules of B2B Engagement

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Tags: Blogging Business to Business (B2B

Edit Twice, Measure Once

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Numbers people—I will call them the Quantifiers—come off as business focused because they have their eyes on the bottom line: a number. Tags: Business to Business (B2B) Content Marketing There are people who think with numbers, and people who think with words. They are the results managers. They are the relationship builders. read more.

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Whose Marketing Plan Is It, Anyway?

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Tags: Business to Business (B2B) Buyer Perspective Content Strategy

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.

The Decline Of The Business Press

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David Carr wrote an insightful story for The New York Times on the rapid decline of the business press.One compelling excerpt:Business coverage has been, at its heart, aspirational, a brand promise that suggests that if you clip the right articles, internalize the right rhetoric, then you too will end up as one of the shiny, happy people striding boldly across the pages of magazines with names

Sales & Marketing Alignment: An Intriguing Question

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Business to Business (B2B) Marketing Automation Sales SupportI'm looking forward to serving on the panel of Focus.com's Roundtable on January 28, "How To Achieve Stronger Marketing & Sales Alignment." The panel is a well-rounded group of experts on both the Sales and Marketing sides, and I expect the discussion to be lively. read more.

Case Study Winners: It’s About the Client

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B2B Case Studies Business to Business (B2B) Content MarketingOur 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. read more.

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Don Draper Wins with Emotion (Part 3 of a series)

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Tags: Better Corporate Writing Business to Business (B2B) Marketing with Emotion

Multimedia Content on the Web: No Longer "New" Media

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Tags: Business to Business (B2B

Don Draper Wins with Emotion (Part 2 of a series)

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

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Building Trust in the Digital Age of B2B Marketing

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Tags: Business to Business (B2B) Marketing Automation

Why Outsource B2B Content Marketing? Reasons Abound.

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

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

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

Crusaders and Shepherds: Lessons for B2B Marketers

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

Commoditized Content: Is B2B Next?

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

It's Still B2B to Me

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Tags: Brand Journalism Business to Business (B2B

Craft Content to the Buying Cycle: Stage 3, the Engaged Buyer

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

Craft Content to the Buying Cycle: Stage 4, the Invested Buyer

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Have you ever been solicited by a company that you already do business with? Tags: B2B Buying Cycle Business to Business (B2B) Content Strategy It happens to me all the time. Don’t these companies know that I am already part of their value chain? So, why are they spamming and cold calling me? feel like I am being taken for granted, and I look for an excuse to “escape” through the bottom of their sales funnel. Don’t let this happen to your customers by neglecting their content. read more.

Craft Content to the Buying Cycle: Stage 2, the Tentative Buyer

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

The Dark Side of Marketing Automation

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Tags: Business to Business (B2B) Content Strategy

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

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

B2B Publishers: Guardians of Truth

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Tags: Business to Business (B2B

Social Media: It Has To Have Strategy

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Tags: Business to Business (B2B) Content Strategy

The Call to Action Has Become a Call to Knowledge

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Tags: Business to Business (B2B