Business(person)-to-Business(person)
"All else being equal, the best story wins." In particular, I found it interesting that the majority of the examples shown in support of that theory aren't telling the story of the average consumer...
View ArticleOn B2B Content Marketing Strategy
Lead management, marketing automation and content marketing are deeply intertwined. Content marketing is known as the architecture behind information exchanged with buyers before they are “sales...
View ArticleOn Overcoming Challenges In B2B Content Marketing
Content discovered organically (i.e. not pushed) at the right time is more powerful in terms of conversion than any ad will ever be. But with the longer B2B sales cycles and larger buying teams, B2B...
View ArticleOn Targeting Content to the B2B Buying Cycle
To create meaningful content, it’s important to understand what buyers need during each stage of the buying cycle. There’s a demand for content from pre-awareness all the way through post-sale. Each...
View ArticleOn the Myths of B2B Content Marketing
Don’t be fooled in thinking that tweets make up a drive-to strategy and SEO is the most important reason to become a publisher of content. Content marketing isn’t just another means to sell. You must...
View ArticleOn B2B Marketing… Is It Dead?
Very much inline with our own take (http://www.centerline.net/blog/detail/?p=684), this post details some of the reasons marketers must stop thinking with an organizational psychology tilt, and must...
View ArticleOn White Papers: Do they still Work?
The answer is yes. There are plenty of metrics to prove it, like: 83% of tech buyers say white papers were influential in their final purchase decision. But just as important is the channels by which...
View ArticleThe Tragedy and Potential of B2B Romance
We want proven reliability, measurable improvements, and cost savings in our purchases. But those don't excite us. Behind all these numbers, there are qualities that do more than catch an accountant's...
View ArticleThe Holy Grail of B2B Content Marketing
Let's say you sell technology. The companies that buy your technology likely use it to build a product or service they sell to their own customers. This is one of the overlooked curiosities of B2B:...
View ArticlePinning the Pain Point: How to Be Real Without Being Negative
Pain points are part of life, and your audience knows it. But with a real, vulnerable narrative, pain points can be what make your story powerful, effective, and well-worth sharing. Read MoreThe post...
View ArticleBusiness(person)-to-Business(person)
This post from Lateral Action struck a particularly responsive chord: “All else being equal, the best story wins.” In particular, I found it interesting that the majority of the examples shown in...
View ArticlePinning the Pain Point: How to Be Real Without Being Negative
“Life is pain, Highness. Anyone who says differently is selling something.” — The Princess Bride Storytelling 101: conflict is essential to a good story. There’s a protagonist, she wants something, but...
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The Changing B2B Buyer’s Journey
The buyer’s journey, often called a funnel, is a powerful construct to help you understand the stages of buying customers in your industry go through. But rigidly applying content—meaning the details...
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