Thus, while it does rely to some extent on research and peer review as an academic journal does, it is essentially a marketing vehicle because it focuses exclusively on ideas, research, and case studies generated by McKinsey consultants and an internal research group. For example, many companies carry out primary and secondary research and publish it; they may also use that research as the basis for an opinion piece that speculates, based on the research and the experience of subject matter experts, on trends in a market vertical. Why did companies start focusing on it? MORE >>

The evolution of white papers from bona fide content into self-serving advertorials has been validated by vertical industry trade publications, in which companies, for a fee, are permitted to “feature” their white papers in a special section. Some B2B publications, marketing consulting firms and other 3 rd parties with a vested interest in promoting the use of white papers are capable of citing surveys, focus group results and case studies to support the tactic as an effective lead generation and lead nurturing device. Have Marketers Killed This B2B Golden Goose? MORE >>

In this case, content could be valuable in the early stages of the sales funnel, to make customers aware that there are solutions to their business problem. You can develop content that provides data, arguments, case studies, or executive summaries the customer can share with decision-makers. You might want to develop supporting demo content or data sets for specific verticals or roles. By Neicole Crepeau, Contributing {grow} Columnist. You’ve probably heard the term “content marketing.&# You’ve certainly heard of social media. Early research. MORE >>

Other Popular Posts:        Five Analytic Tools       Twitter Blurs the Line       B2B Twitter Case Study       Email The Scoopdog Team. As such, there is an opportunity to develop vertical Twitter follower channels very narrowly, suggestive of old-media vertical trade publications. . Read time = 2-3 minutes) So… Twitter is now part of your B2B marketing initiatives.  You’ve figured out the basics of measurement and monitoring your competition … made an uneasy peace w/the folx from Legal.  Multiple accounts?  You bet. But that gets ahead of the story. marine v. MORE >>

This week, I am receiving a new target list for the financial and insurance industries, verticals I have little experience with. Before making my first dial, I will develop new messaging directly targeting these industries with examples and case studies specific to the industry. I am a certified, professional SHOPAHOLIC and my time is coming soon enough, as the malls in our area prepare for their Memorial Day Sales. For most, this can be a bit overwhelming, as you determine which sales fit your needs and priorities first. MORE >>