3 Content Marketing Mistakes Every B2B Company Should Avoid
MARCH 20, 2017
Over my last seven years as an entrepreneur in the business storytelling space, my co-founder and I have had the opportunity to work with different types of companies— ranging from software and media, to corporate innovation, financial services, and even data as a service.
The Difference between Content Marketing and Marketing Content
MAY 2, 2016
There are a lot of ways to use content to market a product or service that barely scratch the surface of marketing content , but if you want to learn content marketing , training is just the beginning, grasshopper.
Viral Content: The Emotional Triggers That Make Us Click “Share”
JULY 13, 2016
Content marketing is no longer something entirely foreign to marketing teams. In fact, a quarter of marketers now devote more than 50 percent of their budget to content.
Why the Customer Experience Starts with Internal Alignment
NOVEMBER 18, 2016
The dust from the content marketing storm has settled. Content marketing is no longer the next big tactic, or the go-to buzzword. It now enjoys a stable spot in the marketing mix, and marketers embrace content as a critical component in their strategies.
7 Inspiring B2B Marketing Campaigns
Must-See Examples of Marketing Success That You Can Replicate.
3 Ways Agile Helps Scale Content Marketing
FEBRUARY 22, 2017
To an outsider looking in, a bigger content marketing program seems to be better. . Heftier budgets, growing teams, and a steadily increasing flow of content seemingly prove a department is doing its job. .
Better Content in Half the Time: Applying Scrum Principles to Content Marketing
DECEMBER 8, 2016
Let’s begin with a question: if someone told you they were, “moderately successful” or “minimally successful” at something, would you recommend that they do more of that thing in the near future? Probably not.
The Only Content Marketing Metric That Matters
OCTOBER 3, 2016
When it comes to engaging with consumers, an effective content strategy is essential. Producing educational content targeted for specific keywords can help attract more traffic and raise awareness of your brand.
6 Different Types of Buyer Journey Maps
APRIL 5, 2017
Organizations that use a mapping program to manage buyer and customer journeys average a 79% increase in cross-sell and upsell revenue, marketing research from the Aberdeen Group reveals. In the new B2B marketing landscape, buyers are in control of their journeys.
B2B Marketing Trends for 2016
25 B2B marketing thought leaders answer the question "What do you expect to B2B marketers to be doing more of or differently in 2016?" The results are amazing insights around content marketing, achieving business results, alignment, employee advocacy, new technologies, customer experience and more.
Solving the Inbound vs. ABM Contest with Content
DECEMBER 12, 2016
We are marketers, so we’re used to ever-changing marketing “buzzwords.” ” However, one buzzword popped up in 2016—Account-based marketing (ABM)—and I believe, it’s here to stay. The Age of Inbound.
What is a Content Governance Board—And Why You Need One
NOVEMBER 4, 2016
Wouldn’t it be great if your marketing leadership team was aligned across a concise set of priorities, who then rallied around them when planning and producing content? Of course it would! Many companies have tried to do this, but often with lackluster results.
Great B2B Customer Experiences Require Customer-Centric Marketing
MAY 16, 2016
Only 12% of B2B marketers rate themselves as “very effective” at delivering a great customer experience. No, that’s not a typo. It’s a finding from the 2016 B2B Customer Experience Benchmark Report from Kapost.
The Lead Gen Mistakes Marketers Are Making
MAY 3, 2016
When it comes to lead generation, you may be unknowingly sabotaging your sales pipeline with these seven common lead generation mistakes.
Customer Success and Marketing Alignment: The Key to Unlocking Customer Advocacy
Most B2B companies say the customer experience is a priority, but their teams are not prepared or coordinated enough to make this a reality.
Why Every Content Strategy Needs a Managing Editor
OCTOBER 24, 2016
Jane, a director of marketing at SaaS company, eagerly opens the email attachment.
Why B2B Marketing Still Needs Social Media
APRIL 17, 2017
When your organization struggles to find a way to turn an online presence into a revenue generator, it’s easy to wonder why B2B needs social media in the first place. Between daily content creation, constant updates, online conversation management, and striving to stay relevant to a highly curated customer base while remaining competitive, it can seem like an overwhelming nut to crack with little payoff.
10 New Year’s Resolutions to Improve Customer Experience
JANUARY 6, 2017
It’s that time of year again! After holiday work parties, family, food, more food, more drinks, even more food, and even more drinks…reality sets in. We’re all collectively over the hangover and ready for a fresh start.
Yes, Virginia, Brand Awareness Really Does Increase Sales
JUNE 8, 2016
Once upon a time, a group of executives were listening to a presentation on what their marketing strategy should look like. The marketing director put together an integrated and comprehensive strategy that included content development, email, social media, and paid advertising.
7 B2B Marketing Strategies You Need to Know About
As B2B marketers, we know that our buyers' needs are ever-evolving, but it's not just our buyers that are changing.
The Psychology Behind a B2B Marketing Plan
MARCH 6, 2017
Just because we’re business-to-business doesn’t mean we have to engage with one another like machines. Behind a business are (newsflash!) humans. Still, how we communicate with prospects and customers should be different than the B2C marketing approach. How come?
Why Relevance Outsmarts Personalization in B2B Marketing
FEBRUARY 3, 2017
Personalization is all the rage in marketing, and for good reason. In a B2C context like e-commerce, it can dramatically improve shopping experiences by suggesting items based on a user’s purchase history. Personalization in the B2B world is a completely different animal.
How Agile Encourages Sales and Marketing Collaboration
MARCH 1, 2017
Alien vs. Predator. BetaMax vs. VHS. Microsoft vs. Apple. Rolling Stones vs. The Beatles. Sales vs. Marketing. Anyone who has been caught in the cross-hairs of a sales vs. marketing skirmish won’t contest its place on a list of the greatest rivalries of all time.
4 Examples of the Best B2B Influencer Content Marketing
DECEMBER 22, 2016
Are you struggling to create engaging content for your B2B audience? Maybe you’re running short on time and are unable to produce enough content. Perhaps you’re facing budget constraints to promote your content. These examples of common B2B content marketing challenges may be all too familiar.
Top 10 Takeaways from the B2B Customer Experience Report [Original Research]
MAY 10, 2016
Today, everything is connected. From the screen of your iPhone you can: control the heat of your home, monitor your bank account, play music, sync photos, send an email, etc. The advancements in technology over the past ten years have been pretty great—err, unless you’re a B2B marketer.
How to Generate Fresh, Customer-Centric Content
MARCH 15, 2017
Being innovative and creative is a big part of marketing, but campaigns based on customer-centric content topics are game changing.
Strategy Before Tactics: 3 Simple Steps for More Effective Content
JULY 29, 2016
It’s not easy to know where and how to allocate funds to craft an effective content strategy. Between technology, resources, and implementing specific tactics, cobbling together a winning marketing mix can feel a bit like playing chess in the dark.
10 Top B2B Marketing Metrics for 2017
MARCH 27, 2017
The latest report by Marketo reveals that 65% of marketers publish content at least once a month. According to Gartner’s CMO Spend Study , marketing spend is on the rise for the third consecutive year.
Flip My Funnel - Guide To B2B Account Based Marketing
As modern B2B marketers, we have been lucky enough to witness some of the most dramatic shifts in marketing strategies and technologies.
Agile Marketing: 5 Critical Things You Need to Know
JUNE 15, 2016
If you ask five people to define agile marketing , you’ll probably get five different answers. But the unifying principle of agile—across industries and fields—is prioritizing the right work to make an efficient and quantitative impact, and doing it even better next time.
5 Marketing Challenges from Top B2B Marketing Leaders [Infographic]
FEBRUARY 20, 2017
Remember “back in the day” when a solid content marketing strategy involved little more than a solid blog post, a Twitter account, and some SEO keyword research? Ahh, the good ol’ days. For the early adopters of content marketing, our current days can feel pretty bleak.
Why Video Should Play a Vital Role in Your Content Marketing Strategy
JUNE 24, 2016
If long-form articles are the elder statesmen of content marketing, consider videos to be the up-and-coming whiz kids.
Who Cares If You Meet Your Marketing Content Goals?
JULY 11, 2016
Carter Stepanovsky cares. Carter’s a customer success mana ger at Kapost. Given the descriptive title, it’s fairly easy to deduce the job’s role and responsibilities. But it’s fascinating still to unravel the behind-the-scenes details of a function that might otherwise be taken for granted.
Lead Generation Checklist
You spend a lot of time, energy, and money doing lead generation to capture leads but it's how you manage them that makes the difference between success and failure.
Want to Generate More Leads? Try These 6 Tips
APRIL 20, 2016
As we continue to see improvements in marketing automation, demand generation, and analytics, marketers are being held more and more accountable for generating leads.
Lead Gen Hacks: 3 Strategies to Improve Content Conversions
APRIL 22, 2016
In the world of content marketing, there are no shortcuts: you need high-quality storytelling to build a strong connection with your target audience. But what happens after you’ve built that bond? Do your readers move on to become customers? This is where conversion optimization comes into play.
Learn How to Prioritize with The Content Operations Maturity Model
OCTOBER 11, 2016
If we’ve said it once, we’ve said it a hundred times: the burden of managing the tactical operations of content production is crushing marketing teams and organizations everywhere.
Tips on Optimizing Buyer Personas to Make Content More Buyer-Centric
AUGUST 30, 2016
Creating buyer personas is not a one and done practice. In some ways, buyer personas are like a unique, fine wine that grows in-depth and flavor as it matures. Each unique customer profile needs refinement and shaping to really work their magic long-term.
How to Leverage Content Marketing to Power Your B2B Marketing Automation Funnel
Generate more leads. Better leads. Engage customers, increase upsells, boost revenue and save precious time -- these are the benefits of marketing automation. And content fuels it all.