What Works - What Doesn't

Pulling Case Studies Out of Customers

What Works - What Doesn't

One recent survey showed that case studies are the top form of content busy B2B buyers want to read. Content Marketing For IT Vendors B2B content marketing Content Marketing Institute customer case studies how to produce case studies tips for producing case studies

12 Quick Content Marketing Tips and Trends

What Works - What Doesn't

Content Marketing IT Marketing B2B marketing blogging tips content marketing content marketing trends for 2011 HubSpot Marketing Profs quick tips for content marketing Schwartz Communications social media

If You MUST Write A Press Release, Do It Better

What Works - What Doesn't

Her employer, a B2B electronics manufacturer, regularly uses press releases that have been optimized for search engines. PR/Marketing Trends B2B PR trends B2B marketing B2B marketing trends Bob Scheier content marketing PR writing tips press releases Schwartrz Communications social media

787 Lessons From Boeing For Content Marketers

What Works - What Doesn't

Content Marketing B2B marketing content marketing content marketing tips how to write a case study how to write a white paper tips for creating quality marketing collateral tips for white papers

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Secrets to Successful B2B Webinars

This best practice guide covers a variety of elements surrounding successful webinar strategy and execution

Using Online Games To Sell Complex B2B Software

What Works - What Doesn't

  Tags: B2B marketing B2B software BPM marketing business process management content marketing IBM Innov8 online games selling BPM

787 Lessons From Boeing For Content Marketers

What Works - What Doesn't

Content Marketing B2B marketing content marketing content marketing tips how to write a case study how to write a white paper tips for creating quality marketing collateral tips for white papers

How Much Rope Should You Give a “Corporate Reporter?”

What Works - What Doesn't

Tags: Content Marketing B2B marketing trends Bob Scheier content marketing corporate reporter Eloqua IT marketing PR using content for marketing

About Us

What Works - What Doesn't

billion B2B division of Motorola, achieving more than a 200 percent increase in year-over-year positive media coverage. Bob Scheier Associates is a writing and marketing services collaborative serving the information technology industry.

2018 B2B Marketing Mix Report

B2B marketers like you contributed their insights to Sagefrog’s annual B2B Marketing Mix Report, a valuable asset in planning your marketing strategy for the year ahead

Can PR Firms Find Gold in Marketing Automation Services?

What Works - What Doesn't

Tags: PR/Marketing Trends B2B marketing demand generation HubSpot marketing automation Marketo PR trends

Finding the Mythical C-Level Exec

What Works - What Doesn't

Tags: B2B marketing Content marketing demand generation marketing segmentation

First Rule of Content Marketing: Don't Say Anything Dumb

What Works - What Doesn't

What’s the B2B equivalent of “heater gets hot?”. OK, maybe some people are so dumb they don’t know a heater gets hot. But they’re not who’s seeing your marketing content if you’re selling a big-ticket IT product or service.

Real Editors Don't Just Retweet

What Works - What Doesn't

  Tags: B2B marketing content marketing editorial strategy HubSpot “Content marketing” – using material such as white papers, podcasts and videos to sell to customers – is the latest buzzword as companies try to grab market share in the recovering economy.


To Sell A Conference, Give Away Last Year’s “Takeaways”

What Works - What Doesn't

Tags: Content Marketing PR/Marketing Trends B2B marketing content marketing direct mail Eloqua email marketing how to promote trade show Hubspot Marketo trade shows

How a CMS Enables B2B Marketing Success

A CMS lies at the heart of a B2B marketing framework

First Rule of Content Creation: Don't Say Something Really Dumb

What Works - What Doesn't

So, what's the quivalent of “heater gets hot” in B2B content marketing? OK, maybe some people are so dumb they don’t know a heater gets hot. But they’re not who’s seeing your marketing content if you’re selling a big-ticket IT product or service.

Boeing Redesigns Web Site Around Features. And the Business Case Is?

What Works - What Doesn't

Technorati Tags: Boeing , B2B marketing , content marketing , Web site design , marketing , public relations As a hopeless aviation geek, I love the new Boeing Web site which leads not with corporate boilerplate, but with big, splashy photos of its airplanes and its people doing cool things.

Skill Set For Content Marketing: Number Crunching and A Gut Feel

What Works - What Doesn't

Just how that will work is anyone’s guess – but if you have experience doing it in the B2B world (especially using HubSpot) I’d love to hear, and share, your insights.

What B2B Readers Want, Circa 2010

What Works - What Doesn't

I’ve had a great opportunity recently to learn what B2B customers want in content by – shock of shocks – asking them. So there it is, a grab-bag of sundry insights about how B2B customers want their industry news cooked up. Tags: Content Marketing B2B marketing; content marketing; social media; brandtelling

Why B2B Content Strategies Are Paramount for Generating Quality Leads

Generating demand and ensuring the consistent flow of high-quality, actionable leads is what makes B2B marketers successful

Software Consultancy: Why MA Is Hot

What Works - What Doesn't

It would seem PR and marketing firms can help their customers by delivering the skills, processes and content B2B companies need to make marketing automation software work. All of which begs the question: Which of these specific hurdles is most critical, and where do B2B vendors need help getting the benefits of MA software?

Amateur Bloggers Jump Ship, Pros Taking Over

What Works - What Doesn't

  When can you afford to leave B2B content to the crowd and when should you call in the pros?     B2B marketing blogging citizen journalism content marketing new media social media Web 2.0A story in the current Newsweek says that interest in amateur (non-profit) blogging and contributing to Wikipedia is falling off rapidly as, frankly, people get tired of working for free.

Virtual Trade Shows for Mere Mortals

What Works - What Doesn't

SAP appears to have done a bang-up job with its combined physical and virtual customer conferences, according to B2B Magazine. Tags: Content Marketing IT Marketing B2B marketing content marketing lead generation lead nurturing readership tracking SAP virtual trade shows Not only did it focus on getting customers to talk to each other, (VS.

Why "Cost Per Lead" Is The Wrong Question

What Works - What Doesn't

Tags: B2B marketing content marketing CRM inbound marketing lead generation lead nurturing lead scoring marketing automation software


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

Looking for Good Content? Go for Brains, Not Titles

What Works - What Doesn't

  Tags: B2B marketing content marketing corporate blogs marketing collateral newsletter marketing Journalism isn’t like marketing, and that isn’t just because journalists supposedly seek the truth, the whole truth and nothing but the truth. Reporters and editors take an extremely pragmatic, “whatever and whoever it takes” approach to getting good stories. That means choosing and quoting good sources based on their knowledge and credibility.

Huge Jargon Slick Drifts Towards Readers; “Resources,” “Mitigate” Clog Brains

What Works - What Doesn't

  Tags: PR/Marketing Trends avoiding jargon B2B marketing communicating clearly content marketing free-lance writer how to write a press release PR tips writing effectively Let’s say – let’s just say – you were a huge oil company, or a government agency, desperately trying to recover from a major blunder.   You’re not sure how bad things are or when you can fix the situation.

Study: Top Execs DO Use Social Networks

What Works - What Doesn't

If customers are increasingly turning to each other for product information, does this leave B2B marketers out in the cold? But not to talk about the new appetizer they just tried at a trendy restaurant. A new study shows decision-makers, such as business buyers, are increasingly using social media such as LinkedIn and Twitter to make buying decisions. Trade publishers have tried, unsuccessfully, for years to build such on-line communities which they could control and mine.

Reboot Buyer Insights To Drive B2B Growth

Tony Zambito

B2B companies are faced with the most transformative era in business history. The scale of disruption will mean the B2B buyer and seller dynamic will continue to be rocked. What are signs B2B senior executives will know they are in need of a reboot of their buyer insights?

A Content Formula for Complex B2B Organizations

Content Marketing is essential for anyone who wants continued success and growth

You Need to Understand These 6 Things About What B2B Buyers Want


The more we know, the better we can sell – especially when it comes to knowing what B2B buyers want. Because we’re kinda tone deaf on some key information about them, more specifically what B2B buyers want. I can guarantee that is not what B2B buyers want.

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How to Build a B2B Marketing Team


With a bit of tweaking, his model can apply to any B2B product company, whether software or manufacturing. Here’s one useful sequence for growing a B2B marketing team from the first hire through a dozen employees (which can scale well beyond the $30 million revenue level).

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Shifts in B2B Buyer Behavior Support New Priorities for Demand Gen Content

The Point

Demand Gen Report has published the results of this year’s “B2B Buyer’s Survey,” and the trends identified merit close attention for those marketers involved in B2B demand generation and content development.

B2B Marketing Trends for 2018


Add something from each one of these eight B2B marketing trends if you want to keep up with (or ace) your competitors. Account-Based Marketing Adaptive Marketing B2B Marketing Demand & Lead Generation Marketing Strategy Personalization Social Media Marketing Video

Effective B2B Marketing Content That Will Lead to Sales Growth

Effective marketing content leads to increased sales productivity, more revenue, greater marketing effectiveness and stronger alignment between marketing and sales

B2B Marketing: Top 100 Twitter Influencers

Onalytica B2B

70% of B2B marketers are creating more content than they did one year ago. This data comes from the 2015 B2B Content Marketing Trends report from the Content Marketing Institute and MarketingProfs. So B2B marketers are furiously creating more content. B2B Marketing.

3 Forces Shaping The Future Of B2B Marketing

Tony Zambito

Particularly for B2B Marketing, it is important to not lose sight of what is at the focal point of marketing and sales. Illustration by Gregor Cresnar. Many executives, particularly Chief Marketing Officers, are in constant pursuit of understanding changing buyer behaviors and markets.

4 Myths Preventing True B2B Customer Understanding

Tony Zambito

There is a big problem when it comes to B2B customer research. And, most B2B executives may be unable to see or recognize the problem. Which is, a majority of buyer persona development efforts are focused on reinforcing incorrect assumptions about B2B buyers. by Alex Auda Samora.

33 Thought-Provoking B2B Social Media and Marketing Stats


As noted in the 2016 B2B Marketing Trends report , B2B marketing strategies and practices are in the midst of significant change, driven by new technologies and evolving buyer expectations for more “consumer-like” experiences. B2B messaging gets personal.

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Empathy: Your Lead Generation Superpower

Speaker: Brian Carroll, CEO & Founder of markempa

The single biggest issue for B2B growth is effective lead generation: increasing lead quality and quantity. Today’s sales and marketing environment is a paradox. There has never been more marketing channels to reach potential customers.