How to Optimize Your Product Page Copy to Engage and Convert B2B Buyers

How to Optimize Your Product Page Copy to Engage and Convert B2B Buyers Here are four questions that will help you determine who is visiting your product pages so you can give B2B buyers the timely, relevant information they need to take the next step. The B2B buying process is different from what we were […]

How to Create Hyper-Targeted Content That Motivates B2B Tech Buyers to Take the Next Step [Template Included]

How to Create Hyper-Targeted Content That Motivates B2B Tech Buyers to Take the Next Step [Template Included] Here’s the path B2B technology buyers take towards—and beyond—the sale, along with a set of guidelines to help you create content that will engage customers in all stages of the buying process. It’s no secret that creating engaging […]

​​​​​​​​​​​​​​5 Ways to Engage B2B Advocates, Drive Leads, and Boost Your Revenue

In this post, I review The Messenger Is the Message: How to Mobilize Customers and Unleash the Power of Advocate Marketing.  It’s getting harder to grab the attention of B2B buyers.   Between meetings and putting out fires, they barely have time for the core part of their job – let alone the time to engage […]

21 Ways to Find Out What B2B Buyers Want

One of the biggest B2B marketing challenges is creating content that motivates buyers to respond. But how do you know what will get them to say, “yes”? Here are 21 ways to get to know your customers, so you can create content that engages them and brings you results.

7 Smart Investments for Your B2B Marketing Budget

Marketers constantly need to do more with less. With so many marketing options, how do you know where to direct your limited budget? Here are seven investments that will help you get the most bang for your buck … If you’re a marketing director or leader, you juggle endless responsibilities. You must devise and implement […]

How to Pick an Ebook Topic That Actually Attracts Readers

Creating a major piece of content – such as an ebook, guide, or white paper – can be a daunting task. Although these in-depth resources are ideal for educating leads, they are also time-intensive. Many B2B marketing teams are overworked and don’t have the capacity to get these projects off the ground. According to a study […]

5 Keys to Creating Killer Case Studies – Even If You’re Totally Swamped

Case studies are one of the most powerful items in your B2B marketing toolbox. According to a Content Marketing Institute study, B2B marketers called customer testimonials and case studies their most effective content. Meanwhile, Dimensional Research found that 90% of buyers who read positive customer success content claimed that it influenced their purchasing decision. But […]

[Infographic] 119 Amazing Email Marketing Stats

Email is a major part of a savvy marketers’ strategy. According to McKinsey, email is 40 times more effective for acquiring new customers than Facebook or Twitter. Forrester also found that email marketing is the most effective tactic for lead nurturing among top B2B marketers. The folks over at websitebuilder.org have put together a great […]

How to Write Killer Ads That Get Clicks

According to 2017 research from the Content Marketing Institute 2017 research from the Content Marketing Institute, B2B marketers use an average of three methods of paid content promotion.  But only between 24%-54% of marketers see value from their investment. If you use paid advertising, then you know how much effort goes into selecting advertisers, writing copy, […]

3 Proven Ways to Get Customers to Say, “Yes!” to a Success Story

Creating case studies should be at the top of your “to-do” list if you need content that turns B2B leads into customers. According to a Content Marketing Institute study, B2B marketers called customer testimonials and case studies the most effective type of content. Meanwhile, nine out of ten B2B buyers said that online customer success […]

The 7 Most Overlooked Opportunities For B2B Marketers In 2017

Life is hectic when you’re a B2B marketer.   Between attending meetings, planning campaigns, and publishing endless content, you might have trouble keeping up. You barely have time to analyze your own activities – let alone find out what other marketers are doing to succeed.   In the day-to-day rush, you may miss out on […]

How Content Marketing Benefits Your Business (and Generates 3x as Many Leads as Outbound Marketing)

More than 85% of marketers use content marketing – and for good reason! Content marketing is a proven way to boost customer engagement and increase sales. Studies have shown that the average buyer now interacts with 11.4 pieces of content before making a purchasing decision. It’s not surprising that every year, businesses dedicate more of […]

The #1 Website Metric That B2B Marketers Are Getting Wrong

Boosting website traffic is a top priority for many marketers. According to the 2017 B2B Content Marketing Benchmarks, Budgets, and Trends Report, 78% of B2B marketers use “website traffic” to measure their content’s success. While traffic is an important measurement, it often doesn’t correlate with how well your content actually performs. Who is visiting your […]

[Infographic] The Evolution of Content Marketing: Past, Present, and Future Trends

If you’ve been in the B2B content marketing space for a while, you’ve likely come across a number of recommended “do’s” and “don’t’s”. How many of the best practices that you followed five years ago are still relevant? What have you dismissed? What has made you successful? It’s interesting to look at how things have […]

[Podcast] How to Find Your Unique B2B Brand Voice

This week, I’m excited to share my interview on the SaaS Content Marketing Podcast. It’s all about finding your brand voice. We discussed how finding your voice isn’t something that you do once and then forget about. As new competitors and products enter the market, it’s crucial to stay aware of how your voice comes […]

Why Your Website Isn’t the Best Place for Your B2B Case Studies and Success Stories

Case studies are one of the most powerful weapons in your B2B marketing arsenal. According to the CMO Council, nine out of ten B2B buyers say that online customer success content has a major effect on their purchasing decisions. Meanwhile, a hawkeye study found that 71% of B2B buyers in the awareness stage and 77% […]

[New Data] How Technology Marketers Are Using Content

Last week, the Content Marketing Institute published their annual report on technology content marketing. The survey took the pulse of 2,562 technology marketers and offers a number of valuable insights. Here are some key findings: 95% of technology marketers use content marketing. 64% of respondents said that compared with one year ago, their organizations are […]