While there is much focus given to demand generation, content marketing, lead generation, lead management, and opportunity pipeline management, recent significant changes in buyer behaviors calls for serious examinations of whether organizations are attracting the right buyers.  While strides are being made in how to adapt to new strategies for managing leads and performing lead nurturing, many outdated assumptions about how buyers look at and evaluate organizations are still in play. Can You Predict Your Ideal Scenarios For Lead Nurturing? MORE >>

While doing research for my upcoming webinar on creating content that converts , I found many great articles on B2B Content Marketing. For example, the complex sale is usually unique to B2B selling, and that’s when you would map content to stages in the buying cycle. Joe Pulizzi, What is Content Marketing? Michele Linn, A 7-Step Plan for Getting Started with Content Marketing. Doug Kessler, The B2B Content Marketing Workbook. Ardath Albee, 23 Reasons Why Content Marketing Fails. Adam Needles, What’s Behind the Rise of Content Marketing. MORE >>

B2B Demand Generation | The Benefit to Sales. If you’re in BtoB Sales, you may be thinking that this great content stuff and demand generation talk belongs in marketing. We’ve been talking about the marketing point of view for a long time. Now let’s talk about your world in Sales. Let’s examine a Sales scenario to illustrate the power of content marketing and marketing automation software. The point we want to make clear is this: The primary beneficiary of content marketing and marketing automation is Sales. MORE >>

With the increased attention on content strategy and how it drives the buying process, the content audit is becoming a routine exercise for many b2b marketers. Tedious and time-consuming as it may be, it’s well worth it and will pay off when you’re developing lead nurtures and building your content strategy. An audit helps me understand what kinds of content we have and how it maps to buyer personas and buying stages. For B2B companies, there’s typically more than one person involved in the decision-making process. The Preparation. The Audit. Yes or No. MORE >>

Buyer Persona Development and the qualitative research methodology applied to creating buyer personas have proven to be an effective means for B2B organizations to reach a deeper understanding of their buyers.    They have helped companies to gain insights into market opportunities, find out why challenges exists, depict buying processes, and how to map critical sales and marketing strategies to the goals of buyers.    Buyer persona development methodology is at its core a research methodology.  customerthink.com). MORE >>