Inbound Marketing

Creating Relevant B2B Marketing Content: Walk the Talk

There is plenty of advice out there about engaging B2B and industrial buyers with relevant marketing content at every stage of the buying cycle. That is pretty much the mantra of B2B content marketing. Transforming that concept into an actionable reality is a very different story. Nothing happens until your site visitors and blog readers …

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How to Use a B2B Blog to Win Customers and Influence Prospects

I admit my headline is a play on Dale Carnegie’s bestseller, “How to Win Friends and Influence People.” This timeless classic, one of the first bestselling self-help books published in 1937 and sold over 15 million copies globally is still relevant today. As a B2B marketer, we want to reach our ideal prospects and communicate …

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Top 10 Clichés to Avoid in B2B Marketing Content

You can find plenty of clichés used (overused?) in B2B marketing content. Do they really communicate better with our audience or are we as copywriters/content creators just being lazy? I know I have been guilty on more than one occasion of using popular clichés in my business marketing communications. I found a Squidoo lens by …

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Survey Finds Growth in Pipelines and Sales Cycles for B2B Lead Generation

I recently read a news release put out by Infogroup on their SalesPulse Survey of B2B sales professionals conducted jointly with OneSource, an Infogroup company. Some of the findings match what I am hearing from my industrial clients and one really surprising result. The top findings I got out of the release were: 47% of …

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Using Content to Move Prospects Forward in the Sales Cycle

We often think of online content as the text on a web or blog page. The focus there is to optimize it for keywords or phrases for people to find your website when searching for relevant terms. That however is only part of the solution because if your content doesn’t engage the visitor s/he won’t …

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Focus on Content in B2B Marketing

Lately all the talk in B2B marketing has centered on social media. However, to be successful with social media, you have to provide real value and that usually comes from great content. Paul Dunay in his blog post, “4 C’s of B2B Marketing” has defined this very nicely. His 4C’s are: Content – the creation …

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