B2B Marketers

7 Pitfalls Where Content Marketing Can Fall Apart for B2B Marketers

Multiple surveys show the majority of businesses say they are doing content marketing. Many say they plan to increase the budget for it. Generally speaking, I think this all good and smart. Content marketing isn’t fast, and it’s not magic, but it does work. It also complements so many other aspects of marketing. Robert Rose …

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4 Steps to Discover Your Ideal Buyer Persona for B2B Marketers

A study by Demandbase found that in around 79% of B2B purchases, anywhere between one to six people are involved. The same study also found that in 2018, 45% of B2B buyers have started spending more time on research, and another 45% have started using multiple sources to research (compared to the previous year). So, what …

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Why Successful Value Propositions Require a Team Effort

Think about this. In your organization, whose job is it to come up with your company’s value proposition? As a lifelong marketer, I’m aware that value proposition development is widely seen as a marketer’s “thing”. But what really gets to me is that this narrow view forms the crux of the alignment problem that most …

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