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
Many B2B marketers are getting lots of “likes” and “shares” on their content, but they struggle to get leads to convert into paying customers. People genuinely appreciate their content—it’s helpful, engaging, and interesting. But while engagement is important, it’s not what B2B marketers ultimately need. 85% of B2B marketers say their top goal is lead generation, and 84% say it’s …Read More
Committing to an enterprise-level purchase is a stressful decision for most B2B buyers. There are real consequences to the business if a vendor performs badly, such as angry customers, lost revenue, or fines associated with failing to follow regulations. An individual’s promotion (or job) could be on the line if things don’t go as planned. Which is one reason big decisions tend to …Read More
Content quality has improved significantly since Google changed their algorithm to reward quality. But while much of the B2B content out there now features good writing and nice design, it tends to be shallow. This content is ideal for those who are just beginning to explore a topic, but doesn’t provide real value to those who are experienced.
That’s a big …Read More
It’s the Age of Big Data. Everything is tracked. Everything is measured. Everything is analyzed.
A 2016 study of 316 executives from large global companies, conducted by Forbes Insights and sponsored by Teradata in partnership with McKinsey, found that 90% of organizations report medium to high levels of investment in big data analytics, and about a third call their investments …Read More
Marketing has gotten pretty complicated. There are so many strategies, infinite numbers of tools available, and myriad metrics to track. It can be overwhelming.
Marketers are getting so focused on the new and the changing that they’re losing sight of the fundamental. But the reality is that the fundamentals are still fundamental and they haven’t changed. And if you stay focused …Read More
I’m starting to get serious about investing for retirement. When you’re in your 20s, retirement seems so far off that it’s hard to be motivated to save much. Even in my mid-30s, I thought I had plenty of time. Once I realized that I needed to be saving a big wad of dough each month if I plan to to …Read More
Black Friday this year found me exploring a wilderness-area canyon in central Arizona, in search of Sinagua cliff dwelling ruins. I didn’t miss shopping that weekend—and I had the time of my life.
You’ve probably heard that buying and consuming life experiences, contrasted with material items, leads to greater well-being. Many studies demonstrate that people are generally happier as a …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