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Category Archives for "Content Marketing"

What is content marketing?

Content marketing is a strategy that focuses on creating, developing, distributing high-quality content to attract potential buyers and also progress them along their buying journey. It focuses on helping you develop a relationship with a specific audience so that eventually when they’re ready to make a purchase decision, you’ve influenced their purchase preference and choice.

Must read content marketing articles

Insights Into the World of Content Marketing How to Attract B2B Buyers with Amazing Content Inbound Marketing: How a B2B company used a content marketing strategy to improve customer experience Content Marketing: 4 stages to mapping your content strategy
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Content Marketing: Slow, steady pay off for manufacturer

In this Forbes article, “Content Marketing’s Dirty Little Secret,” Patrick Spenner, Managing Director of the CEB’s Marketing & Communications Practice, expresses his concern about the amount of content required for a targeted campaign. If you are targeting four personas, he estimates it would require 720 pieces to speak to every persona in multiple channels over […]

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Lead Generation: Phone calls turn first-time webinar into million-dollar leads

What’s a marketer to do when leadership dismisses marketing and insists that a superior product will sell itself? Follow the lead of Jeremy Scully and take a high-stakes gamble: Put your reputation on the line to prove marketing’s value. Scully, the Business Development Manager for Planisware, a leading provider of project and portfolio management solutions, […]

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Top Takeaways B2B Roundtable Webinars

I can’t stress this enough: when it comes to marketing, if we’re not constantly learning, we’re going to find ourselves left behind faster than ever. Some people say I’m an expert in B2B lead generation because I wrote a book on it, but you know what? I am astonished by what I didn’t know then […]

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On fear of writing, sharing your value and why you need to pay attention – yeah, I’m talking to you!

Get over your fear of writing because, at some point in your career, some marketer is going to ask you to share your voice to support a content marketing campaign. Content marketing is transforming how we engage the marketplace by providing information customers can use at each stage of the buying cycle. What’s needed, however, is content. At the next B2B Lead Roundtable webinar, Michelle Levy, Associate Vice President of Marketing Programs for ECI Telecom, reveals how their content marketing program achieved a 78 percent email open rate and increased leads-to-sales conversions by 136 percent.

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Tips on 6 biggest mistakes to avoid in B2B content marketing

Each month ClickDocuments asks industry experts a specific question on content marketing. This months question is, “What’s the biggest mistake to avoid in b2b content marketing.” I’m in good company again this month with Patsi Krakoff, Maria Pergolino, Ardath Albee, Rebel Brown and Mac McIntosh. If you want to improve your inbound marketing, social media […]

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B2B Marketing Zone launched

A new B2B marketing community that I am participating in was just launched. The B2B Marketing Zone is a marketing community site that was launched as collaborative effort between Tom Pick and Tony Karrer. The community features content from other B2B marketing bloggers I enjoy such as Ardath Albee (Marketing Interactions), Paul Dunay (Buzz Marketing […]

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Learn how to create content that improves your lead gen conversions

B2B marketing efforts heavily rely on content as a lead generation incentive. To be effective in the lead gen cycle, this content has to be something your prospects yearn to read or view. You’ll want to create content that will actually help your sales team have a valid reason to follow-up. Marketers looking for ways […]

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My book is now available on Kindle

I just heard that Lead Generation for the Complex Sale is now available on Kindle. It joins more than 200,000 books available via this service. Here’s an overview of Kindle: Kindle is a portable reading device from Amazon.com that allows you to download books, blogs, magazines, and newspapers in less than a minute. It’s a […]

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Email vs. Phone vs. In-Person Meeting? Four Viewpoints

To what extent can emails be used in place of phone calls and face-to-face meetings when maintaining and developing relationships with clients and other important network contacts? Four bloggers have all agreed to post their answers to the email question simultaneously, each offering a different perspective, with all responses linked.  They are: Ford Harding, the […]

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