3 Keys to Demonstrate the Business Value of Content Marketing

Content marketing has been a staple in B2B marketing. Yet, many marketers still struggle with articulating the value that a solid content marketing program delivers to the revenue. That’s why so many B2B marketers are still gating content. Many marketers default to using “number of downloads” to express that value. But that isn’t the value of a strong content marketing program.  A strong content marketing program should deliver 3 key revenue-related metrics: Better Pipeline Throughput; Improved NPS; and Higher CLV. Let’s explore how each of these metrics if used properly can demonstrate the business value of content marketing. Metric #1:… Read More

3 Ways to Improve Your Demand Gen Using Big Data

As B2B marketers, we know that data is a driving force behind successful demand generation programs. While there are straightforward use cases for data in B2B demand generation (e.g., audience segmentation, analytics, etc.), there are a few more subtle and complex applications of data that can greatly improve your demand generation game. Over the years I have implemented these approaches across a slew of B2B brands in various sectors driving demand generation outcomes (sales-ready leads / pipeline) by at least 300%. Application #1: Content Intent Index™ I’ve discussed this a bit before, but building custom content intent index from consumption… Read More

3 Measures to Understand the ROI of Communities in B2B

Measuring the Return on Investment (ROI) of community marketing is an important step in developing the business case for investing in building a community. As B2B marketers we manage a slew of communities – or at least you should – including key account boards; product feedback groups; prospect insight groups to name a few. But measuring the ROI of communities per se is a bit more complicated. But here are three measures I use to understand the ROI of Community. Measure #1: Community Engagement While developing the B2B Buzz, I did a slew of research around understanding community engagement metrics.… Read More

3 Key MBOs for B2B Marketing Excellence

Most heads of marketing measure their team the wrong way. Management Business Objectives (or MBOs) is method to align teams with business goals. B2B marketing team management is no different. What is unique to B2B marketing is understanding how marketing drives the business forward and ensuring team members individual goals are in alignment to that. Here are 3 keys in ensuring that alignment. Key #1: Measure Outcomes not Tactics B2B marketing contributes to a business in many ways. Ideally marketing as a whole should be measured based upon outcomes, including: revenue, pipeline creation, improved NPS / cSAT, etc. And MBOs… Read More

3 Use Cases for AI in B2B Go To Market

Artificial Intelligence (AI) is making huge strides in the business world, and changing the way companies market and sell their offerings. When it comes to B2B marketing, AI can bring significant benefits such as improved copywriting, enhanced analytics and insights, and improvements to demand generation. In this article, I explore how businesses can use AI within their marketing strategies to see real growth, and why CMOs must embrace this technology to stay ahead of the competition. Use Case #1: AI-Driven Copywriting AI-powered copywriting helps b2b marketers create relevant content that resonates with their target audience at scale. The technology is… Read More

3 Reasons Why B2B CMOs Must Lead B2B Digital Transformation

As B2B Marketing Leaders, one challenge is getting “a seat at the executive table.” Digital Transformation (DT) is one of the most important efforts a B2B marketing executive can lead to prove they belong. But how do you convince the rest of the C-suite that this is the realm of marketing. And how do you convince them that you as the B2B marketing leader should own the initiative. Here are 3 reasons to tell your executive peers and company board to have marketing lead the charge. Digital Transformation is an Outside-In Effort Digital transformation – if done right – is… Read More

3 Keys When Selecting Reporting Tech

Marketing reporting is a key component of any successful B2B marketing strategy. It helps marketers to understand the impact of their activities on business performance. When selecting an analytics stack for B2B reporting, it’s important to consider all of your needs in order to understand customer behavior, identify gaps in the market and make informed decisions about how to best reach their target audiences. But with so many analytics tools and technologies available, it can be difficult to choose the right stack for your business’ unique needs. Let’s explore 3 key considerations you should take into account when selecting a… Read More

3 Keys to Launching a New Brand in a Complex Market

In today’s marketplace launching a new brand is difficult. Last year, we launched several brands for clients: some were product brands and one was a new corporate brand. From these experiences, we identified three keys to launching a new brand in today’s complex marketplace successfully. Key #1: Consistency Once the brand is designed and guidelines written, it’s key to have executional consistency across all your marketing and communications activities. At first glance this seems obvious, but the devil is in the details. Keeping a brand consistent is not just making sure the logo is the same. But ensuring the tone… Read More

3 Rules When Selecting your Event Sponsorships

Event sponsorships have long been a tool for B2B marketers to connect our sellers with buyers. As we return to in person events, selecting the right event sponsorship investments are evermore critical. Over the years, I’ve managed both small and large event sponsorship budgets from $50,000 per year all the way to several million dollars per year. But there are 3 cardinal rules that I use to evaluate event sponsorships and sponsorship ROI. Rule #1: Industry Impact As companies grow, the position of a company in its industry grows in importance. Choosing the right event can demonstrate your leadership in… Read More