3 Ways Digital Transformation is Shaping Modern B2B Marketing

Adam Gelles
Over the last several years the majority of B2B marketers have seen their customers move online in terms of brand discovery, engagement and ultimately sales. This has become even more accelerated with the pandemic forcing businesses to move their entire customer journey’s online. Gone are the days of throwing spaghetti at the wall and hoping it sticks as you would with mass-media marketing. Digital transformation has positively influenced how we go to market, engage our stakeholders, and analyze our success at every stage of a customer’s journey. Comprehensive Decision Making The goal of marketing in mass media was to spread… Read More

3 Ways AI is Affecting Content Marketing

Adam Gelles
Digital Marketers are swimming in so much information these days to make content marketing work and AI is serving as a life-jacket to streamline these efforts. Already 64% of B2B marketers consider AI valuable for their sales and marketing strategy.  Here are the 3 ways that AI is affecting content marketing:  Custom Feed Algorithms & Predictive Analytics With advancements in technology, AI now allows marketers to track and analyze what their users are interested in and which pieces of content will gain the most traction. With AI, marketers can review predictive analytics and generate relevant content based on the data that the AI… Read More

3 Tips to Manage Content Marketing Effectively

Adam Gelles, Editor
Measuring the success of content marketing programs is a fundamental challenge for many B2B marketers. Beyond the typical volumetrics (e.g., page views) how can marketers successfully measure content marketing in a way we can understand its impact on business. Here are three tips to help your marketing team measure content marketing success. Tip #1: Measure in Context Different types of content require different tactical measures. A tent-pole research white paper and an article for SEO have two different goals. And they should be measured differently. The former’s consumption is determined by your distribution strategy, while the latter is designed to… Read More

3 Lessons to Align PR and Content Marketing

Adam Gelles, Editor
Thought leadership is a key marketing strategy to help companies grow. But in many organizations, content marketing is handled by either corporate communications (potentially via a PR agency) or by the marketing team. But keeping both teams on the same page for thought leadership efforts is critical to success. Here are some lessons I’ve seen over the decades to ensure that PR and Content Marketing Teams and their shared efforts (e.g., thought leadership) are executed with excellence. Lesson 1: Plan Together There are really two key sides of content marketing planning. The editorial plan (e.g., storytelling frameworks, calendars, etc.) and… Read More

3 Keys to Successful Marketing Planning

Adam Gelles, Editor
As much as B2B marketing constantly changes, the more it stays the same. The ritual of annualized marketing planning is an important one to chart our GTM tentpoles, align our strategy across various marketing and communication channels, and align our teams on business and revenue goals. Over the last decade, I’ve written close to 50 marketing plans for clients. Here are some key things I’ve seen that create success for marketing planning. Key 1: Inclusive Participation Marketing is a collaborative process. Therefore, planning it should be as well. For larger teams, strategic offsite meetings are a powerful tool for the… Read More

3 Proven Strategies for Improving Community Marketing

Kelsey O'Neill, Community and Social Manager
‘Tis the season of having an endless to-do list and not enough time to complete it. And while you’re caught up between last-minute shopping and gift wrapping, you may not be thinking about how this could possibly relate to marketing.  Similar to how we see an increase in community engagement in our daily lives during the holiday season; from more interactions with your mail and package carriers, neighbors, family members, or reconnecting with longtime friends through yearly holiday cards, the community is everywhere during this time of year – and it’s also the perfect time to bring community into your… Read More

3 Reasons Why Every CRO Needs a Good CMO and Vice Versa

Adam Gelles, Editor
Over the past several months, I’ve been fortunate enough to split much of my consulting time between acting as a fractional CMO and a fractional CRO. And it’s been interesting to note how these two roles interplay to drive business goals. Let’s look at 3 reasons why both roles are needed and must be executed exceptionally to drive topline results. The Timeline Shuffle Time horizons should be different for planning for sales versus marketing. Sales need to think quarterly, monthly, or even weekly. While Marketing should be planning quarterly, yearly, and beyond. Collaborating with the CMO and their team’s inbound efforts can… Read More

3 Best Practices for Social Selling

Kelsey O'Neill, Community and Social Manager
What is the modern buyer looking for? In my experience, many expect personalized, authentic relationships and engagement with the brands they are looking to support. As a seller, it is your job to become the human side of your brand. Thus, attracting these modern buyers by building trust and increasing the impact of corporate content. So how can you accomplish this? Social selling. Here are three practices to help you become a successful social seller to elevate your brand beyond your expectations. Take time to build the foundation You can’t market yourself as an expert until you’ve built a successful… Read More

3 Trends B2B Marketers Should Be Thankful For

Adam Gelles, Editor
As we all know, B2B Marketing is challenging — to say the least. But for B2B marketers there are three trends that we should be thankful for. Trend 1: Going Digital While digital B2B marketing is more difficult to orchestrate and implement, we should be thankful for this evolution. Why? Simply put, if measured smartly, digital interactions with prospects, customers, employees, and other industry stakeholders contain to a treasure trove of insight to improve the way we go to market. Also, a great by-product of moving to digital – which a lot of SaaS marketers already know – is that… Read More