1. How to execute content marketing

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        What would improving the way you execute your content marketing initiative look like? What would it mean to create more and better content faster, on a continuous basis, despite the constraints of your current resources, expertise and budget? What functional and business outcomes would improve? Want some help? No problem. We (and others) can help. But first, we’ll need a copy of your marketing plan, including: Business Strategy, Goals & Plans:  Make sure it contains your primary business goals and associated metrics. Include your go-to-customer (sales) strategy, plans and metrics. If you sell through the channel, make sure you include them in your marketing and content plans. Marketing Strategy, Goals and Specific Plans: It will be important to align your content marketing investments and priorities to your sales, channel and marketing plan. In addition to your core strategy we will need your demand generation and management plan. If...
  2. New Thought Leadership Metric for Buyer Driven Markets

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    The new realities of B2B marketing has made thought leadership, and the development of big ideas, an important differentiator.  The new realities are also driving a change in buyers’ expectations.   Buyers want relevant and actionable content that enables them to turn big ideas into operating realities. The traditional role of thought leadership developers has been to focus on the research and analysis that yields the important big ideas.  Turning those big ideas into relevant actionable content to meet the buyers’ expectations isn’t what they do.  That job actually belongs to the people in marketing and sales that drive revenue.  These, “revenue drivers,” are closest to the customer, online or in person, and have disciplines for communicating with customers.  They understand the need for relevant actionable content, how to develop it, and the best ways to deliver it. The Hand-off The problem is with the hand-off from thought leadership to the...

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