Avitage

NOVEMBER 12, 2014

Content Header Target Audiences: VP of Marketing / CMO VP Sales Product Marketing Sales Enablement Purpose: Introduce a new perspective and suggested approach to improve customer conversations and content, as well as the productivity, effectiveness and efficiency of marketing, sales and content development teams.

Paid Search Agency 120

Paid Search Agency Conversion Marketing & Strategy Content 120

Avitage

MARCH 10, 2016

The design point for your B2B sales content strategy must be your buyer’s engagement model, mapped against your sales strategy. Without well-defined and documented sales use case requirements, effective sales content strategy is not possible. You can find an introductory explanation of this idea at Need Better Content?

Marketing & Strategy 120

Marketing & Strategy Content B2B Sales Paid Search Agency 120

Avitage

MARCH 26, 2014

The Four Cs of Content Marketing I’ve written about content as more, and different than, format. While working with clients recently, I’ve heard them wrestle with questions about what content to create, and how to make priority decisions. I think some deeper distinctions about content can help here.

Conversion 120

Conversion Content Vendors Custom Publishing 120

Avitage

MARCH 13, 2015

Perhaps you’re the sales leader, and your sales people lack the content they need to sell effectively in this age of online, self-educating, stealth buyers. You might manage channel sales and your partners regularly complain they lack channel appropriate content to fuel their lead gen and selling activities.

Wikipedia 120

Wikipedia Lead Gen Lead Ranking Budget Programs 120

Avitage

OCTOBER 29, 2013

The objective of a content publishing operations model is to optimize all key content elements. All fit under the grand objectives of optimizing content outputs and outcomes from content investments — including resources, time and effort. And they prefer each type of content format.

Content 120

Content Verticals Email Campaigns Planning 120

Avitage

OCTOBER 29, 2013

The objective of a content publishing operations model is to optimize all key content elements. All fit under the grand objectives of optimizing content outputs and outcomes from content investments — including resources, time and effort. And they prefer each type of content format. You can’t do it.

Content 120

Content Verticals Email Campaigns Planning 120

Avitage

AUGUST 6, 2012

Content creation in this era, where buyer relevance is a core principle, should leverage that same postponement philosophy. The “new producers” on the front line of business – marketing campaign developers, bloggers, inside sales, presales, direct sales and channel partners should be able to custom assemble content just as it is needed.

Content Marketing 120

Content Marketing Marketing Management Buyer Personas Advertising Agencies 120

Avitage

JUNE 28, 2017

Without mechanisms to make the complex simple, people experience the feeling as “complicated” This is the condition B2B sales and marketing leaders experience when it comes to defining and executing sales, marketing, content and data strategies. They’re also accelerating with the exponential rate of change.

B2B 120

B2B B2B Sales Differentiation Segmentation 120

Avitage

JANUARY 7, 2015

In my mail yesterday I received my hot-off-the-press copy of Ardath Albee’s new book, Digital Relevance: Developing Marketing Content and Strategies that Drive Results. The problem is, if a B2B buyer is at a different stage in their buying process than the content you distribute suggests, you could miss engaging them entirely.

Process 120

Process Campaigns Buyer Personas Buyer's Journey 120

Avitage

OCTOBER 15, 2012

Forgive the redundancy, but Ardath Albee has another good post talking about the role of content in the b2b IT buying process. One major finding is enterprise IT Decision Makers engage with an average of 10 content assets during their buying process. Content Marketing Content Publishing IDG content study'

Buy 120

Buy Process B2B Content 120

Avitage

OCTOBER 15, 2012

Forgive the redundancy, but Ardath Albee has another good post talking about the role of content in the b2b IT buying process. One major finding is enterprise IT Decision Makers engage with an average of 10 content assets during their buying process. She is referencing the recently released IDG 2012 Customer Engagement Study report.

Buy 120

Buy Process B2B Content 120