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New Research: B2B Content is a Dead End

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Dead End, DeKalb, ILAccording to research from the Content Marketing Institute, B2B marketers are now spending 26% of their budget on content marketing.

What happens when someone downloads or accesses some of the highest value and most in-depth content marketers are offering? Today, many large B2B marketers are putting a stop to the conversation and cutting off prospects ability to continue finding additional information when potential customers get to their best content. [Read more…]

Is Your Business Ready for Marketing?

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B2B Marketing: Get This Right FirstBusinesses turn to marketing to drive revenue, but are you really ready?

Before investing in marketing you must ensure other key areas of your business are ready first.

  • Your Product or Service. If your offering isn’t ready for the market, your marketing will not solve your problems.
  • Your Sales Organization. If your sales organization is not ready to sell your new offerings, your marketing will not solve the problem.

Sales Readiness

If marketing is driving demand for a new offering but sales is not ready to close on opportunities, the immediate impact of your effort will be lost. The impact doesn’t stop there, the lost credibility also hurts future opportunities. [Read more…]

Social Media, Opt-In Marketing, and When Valuable Isn’t Enough

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Please!What would happen to your marketing programs if every channel required explicit opt-in and opting out or unsubscribing was just a click away?

Although it may seem absurd, this question is relevant today for two reasons:

  1. Congress continues to consider privacy legislation every year, and although not well understood, it is broadly supported by constituents. In need of popular support, this Congress may finally take on extensive privacy reform.
  2. More importantly, social media is much closer to an opt-in channel than email. On Twitter or G+, the difference between spam and consensual contact is much clearer than it ever has been in email. On Facebook, it is the only option.

[Read more…]