One of the foundations of B2B technology marketing–especially for lead generation and nurturing–is ensuring correct segmentation and the accurate targeting of content. Aligning the right content to the right customer segment is key to lead nurturing success. But what is… Read more
Case studies are an important arrow in the arsenal of a B2B technology marketer. Knowing how to write one well–or being able to spot shortfalls in case studies written by your agency–is an important skill.
I’ve written and overseen the… Read more
Marketers still pining for the old days of high organic reach on the Facebook News Feed are in for bad news. The News Feed has evolved into a complex beast that challenges content creators.
With the latest updates to the… Read more
The claim that facts and rationalisations alone decide business purchases is a myth. In every purchase (even in B2B), people make the decisions, not companies. And good storytelling is what drives people to make decisions.
Stories have a universal power… Read more
Video marketing is a double-edged sword. While sleek productions with good visuals stick with the audience, they come with a drain on your business’ time and resources. Not to mention the pain of measuring ROI.
But with recent… Read more