White papers are still a valuable part of the B2B content marketing mix as an essential source of information on technology and business. We have put together 12 tips to ensure that your white paper...
People are buying differently today, such as tapping their social media network for recommendations and reading expert reviews online. This has forced marketers to look at new ways of engaging with...
Three-quarters of business decision-makers and C-level execs say thought leadership content has prompted them to research products or services they’d not previously considered[1]. But 57% of...
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...
Intent data can be a valuable tool that makes your ABM activities more effective. But what is it in the real world, and how do you use it without annoying or upsetting the people you want to buy...
Intent data can be a useful way to support your ABM activities. Research has found that as many as 59% of B2B marketers now use intent monitoring tools to support and power ABM efforts, ahead of...
Buyer personas are key to an account-based marketing (ABM) strategy. They help you focus on the pain points your targets are experiencing and give you more power to develop target accounts. Done...
A successful enterprise technology purchase is “one that meets the expectations of stakeholders in delivering against the use cases for which it was bought,” according to Gartner. But with buyers’...
People read online content in different ways: the F-Shape, the layer cake, the spotted pattern, the marking pattern. We read on different devices with different form factors and different-sized...
The pandemic has significantly changed the way buyers and sellers interact. Customer behavior has changed, and digital interactions have become the norm. Sales now needs marketing’s support more...
Pandemics don’t carry passports. Crop failure, extreme weather patterns and the coronavirus are bigger than political or administrative borders. Walls won’t protect you. Walls are tempting, of...
My email and social media feed is full of companies using the Coronavirus crisis to champion their collaboration, conferencing or task management tools that enable people to work from home. There's...
So how long should a blog be to increase search engine optimization (SEO) and user interaction? The debate on short and punchy versus in-depth, value add continues – but there is some consensus that...
As much as 44% of a company’s market value can be attributed to the reputation of an organization’s CEO. However, not every company has recognized the potential of their CEO and other top executives...
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