B2B Marketing, Digital Media and Marketing Strategy
The following 9 terms are so overused or misused in B2B marketing that they have lost nearly all meaning. If you are using these terms today, it is time to stop and explain what you really mean.
Otherwise, we may hear you, but we will think you mean something completely different. [Read more…]
Current marketing wisdom says content should be mapped to buying cycles. Yet according to a study from MarketingProfs and Junta42, 78% of B2B marketers say awareness is an objective of content marketing.
Question: Where is awareness most valuable in the buying cycle?
Answer: Early stage research and creation of a consideration set.
Question: Would it be better if prospects were aware of your company when they started the research process?
Answer: “Well, DUH!”
It is time to step back from planning content for the buying cycle and focus on Stage Zero Content. [Read more…]