You’re busy. And even if you love your work, your days are filled with the mundane. (Even if you’re a Hollywood celebrity — how else do you explain their penchant to invent drama?)
Your prospects are also busy and also surrounded with the mundane. They’re sitting at their desks each morning, going through dozens of emails, just like every other morning. Their …Read More
If you’re spending money on SEO or PPC to drive prospects to your site but you’re not seeing many leads come through, you’re probably trying to figure out what’s wrong—fast. Assuming your site looks professional, your problem likely lies in your content strategy. Here are the top eleven ways I see companies go wrong with their website content. Fix these, and …Read More
With an overwhelming number of new websites and social media platforms cropping up every day, and with the influence of those sites and platforms constantly changing, marketers are increasingly focused on distribution and promotion strategy: where to share their content and how to get the word out. This is especially true for the notoriously-hard-to-reach B2B market.
In a recent study by Altimeter, …Read More
In one sense, the distinction between B2B buying psychology and B2C is a false one. Companies don’t buy services or products — human beings with concerns, fears, dreams, and goals do. In either case, we’re dealing with people. Whether you’re a B2B or a B2C company, you need to know how your buyers think and what motivates them to take action. …Read More
Let’s face reality. Your prospects’ inboxes are overflowing, their social media feeds are filled with your competitors’ updates, and the first three pages of their Google searches contain sites just as good as yours. “Visibility” is no longer enough. Everyone is so visible that they’re all blending into one big bulk that might as well be invisible.
You are not just …Read More
Scissors are pretty nifty objects. They’ve been around since the time of ancient Egypt and have remained an essential tool in nearly every office and home. They’re really good at cutting things.
But when you want to hang framed artwork in your office or home, those nifty scissors leave something to be desired. You need a tool that’s designed to …Read More
B2B companies almost always focus on business value when marketing or selling their products and services. After all, ROI is the holy grail for businesses—if you can prove that you can deliver strong ROI, you win the deal, right? Except it doesn’t seem to work that way.
A 2013 study by Google and CEB’s Marketing Leadership Council found that, on average, …Read More
Imagine having enough time in the day to actually get your important-but-not-urgent projects finished. Or being able to level up your content marketing. Or increasing the conversions on your landing pages so you’re able to deliver more high-quality leads to sales.
I don’t know of anyone leading an in-house marketing team who wouldn’t want those things. But most in-house teams are kept …Read More
Nearly every B2B business leader who writes blog articles has been there: sitting at your desk, staring at your published post with its minimal number of likes and shares, wondering if your prospects are even reading your blog. Ugh.
Sometimes it can feel like you’re writing into a black hole. That’s because, sometimes, you are.
Most B2B companies have blogs …Read More
Marketing and Sales are two teams that are supposed to work together toward a common goal: increased revenue. Too often, these two teams are at odds, because the job of Marketing isn’t clearly spelled out. Is Marketing’s job to get more brand recognition? To get more shares on LinkedIn? To get more traffic coming to the website? Sales never thinks …Read More