Archive

B2B companies are sold on content marketing.  They roundly recognize that marketing content—especially, content that demonstrates thought leadership—is key to boosting customer or prospect awareness and engagement, contributing to greater differentiation and, ultimately, converting interest into revenue.  In fact, 89 percent of B2B companies in a recent Content Marketing Institute survey said they were engaged […]

What if a venture capital firm funded entrepreneurs on a first-come, first-served basis with no questions asked? People with ideas from wacky to wonderful would get into business—more of them wacky, no doubt, given the high failure rate for new businesses. Of course, the VC wouldn’t last very long. Without screening new-business ideas and the […]

As a customer-centric focus increasingly proves critical to the success of professional service firms, account-based marketing (ABM)—the dedication of marketing resources, time and attention to specific accounts and prospects—has become one of the most important elements of firms’ overall marketing plans. That’s why it’s critical for firms to understand what makes for the most effective […]

As the concept of “content marketing” has gained attention as the buzzword du jour, we’re seeing the emergence of what we consider a disturbing trend:  the tendency for marketers to call anything communicated digitally “content.”  That includes tweets, Facebook and LinkedIn status updates, blogs, YouTube videos and other communications disseminated via social media, as well […]