Intent data can help B2B marketers prioritise accounts, but buyer interest is not the same as buyer receptivity. Here is how to use targeting with more care.
With the rise of zero-click content on social media platforms and AI search, plus buyer resistance to filling in forms and handing over data, marketers have to decide whether to gate content or make it more freely available.
Intent data can help B2B marketers prioritise accounts, but buyer interest is not the same as buyer receptivity. Here is how to use targeting with more care.
If marketing buyers’ expectations are too high or misaligned with the practicalities of marketing processes, results will suffer. Balancing expectations and results is a tricky task, and it impacts...
With the rise of zero-click content on social media platforms and AI search, plus buyer resistance to filling in forms and handing over data, marketers have to decide whether to gate content or make it more freely available.
Corporate blogs are flooded with GenAI-written how-tos and explainers about how GenAI can revolutionize your marketing content – quickly, easily, and for free. Think it sounds too good to be true? We think so too.
Can a marketing agency really be faster, better AND cheaper? We reckon we can
As enterprise technology solutions become increasingly complex, more people outside IT are involved with procurement as either buyers or influencers. What are the implications for content marketing?
It is important to avoid stretching what AI can do and be transparent about its current limitations. Clear communication about AI’s role as an enabler and not as a replacement for human intelligence can build trust in an audience.
Three-quarters of business decision-makers say thought leadership content has prompted them to research services they’d not previously considered. How can you make your thought leadership stand out from the crowd?
Effective thought leadership doesn’t just happen. You might have ideas, but they’re generally just starting points – they need brainstorming, research, hard work, and practical synthesis to turn them into actionable, compelling thought leadership content.
In the second in our series on thought leadership, we look at what stops companies from being a thought leader and what can help them start their journey.
Thought leadership can significantly increase how receptive buyers are to your products and services. But with so much of it around, what does thought leadership actually mean to you?
You have a unique solution that will make a positive difference to the industries you are focused on. How do you get people to listen to you?
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