Lead nurturing, inbound pull, social networks, blogs and other eMarketing activities are all fueled by content. Lots of it. That puts a lot of pressure on limited marketing resources to churn out not only volume, but quality content that delivers a consistent storyline to a variety of target markets and customers. So what's a B2B marketer to do? Embrace the Rule of 5. The rule of 5 is that each and every content development undertaking should produce content assets that can be used at least 5 different ways. Let's say that you plan to create a white paper. MORE >>

Is it human nature to take the easy way out? I've been thinking about that a lot lately. Wondering if we compromise to bypass the argument if we disagree with our co-worker or let that guy be abusive to his terrified child in the grocery line because we don't want to get involved. Somehow, I don't think that's what our Founding Father did.    The Boston Tea Party was not the path of least resistance, although it might have been an easier choice than a head on attack. Business leaders who powered the growth of American industry didn't take the easy way out. MORE >>

It’s almost the end of the year and we will soon start a fresh one. What is amazing about the end of the year is the festive mood it puts us in. It also puts us in a reflective mood as we ponder over what has transpired and how we have come out of this year stronger than we went in. have invited our Panel of B2B Marketing Experts to reflect on 2009 and answer the following question: What was your aha moment in 2009 ? Read on to get their insights. Recommended Resources from B2B Marketing Experts. Blogs. Forrester Blog for Interactive Marketing Professionals. Tom Pick's blog Webbiquity. MORE >>

I was just reviewing some survey results from the Eccolo Media 2009 B2B Technology Collateral Survey and came across this highlight: "People prefer to consume collateral from their desktop: Only 1 in 4 surveyed even print out an online document." " There are lots of other useful findings, like white papers are the top influential informational source for technology buyers during a purchase decision. And that's what got me thinking. When's the last time that you downloaded a white paper designed to be read on your desktop? Up and down. Up and down. Up and down. and more. MORE >>

Intelligence is the ability to adapt to change. Stephen Hawking Embracing change is a key to business and personal growth. With change comes opportunity for distinction and value, new markets and new life. Without change we stagnate. We all know that change is a given. It’s pretty obvious. Five years ago no one had heard of a Wii. Phones were still separate from MP3 players.    The idea of selling over the web was a joke only a decade ago – no more. We do change in our businesses.    Yet we don’t change in the most important way. We get stuck in our own status quo. MORE >>