We’ve all heard the reports that due to online research over 60% of the B2B sales process is over before buyers contact a salesperson. But, that doesn't mean it happens in all cases. And not every buyer just researches online, especially across a higher-priced, more complex purchase. However, regardless of the purchase price, some buyers like to talk to other people who had experiences with … [Read more...]
“Companies are producing a lot of content, but we’re also consuming a lot more too,” explained Michael Brenner, VP of Global Marketing and Content Strategy for SAP. Michael was the closing keynote speaker for BtoB Magazine's annual 2013 Digital Edge Virtual Tradeshow. The topic was Content Marketing: Trends and Predictions for 2014. Michael discussed strategies to increase the success of … [Read more...]
In the last post one of the key content marketing takeaways from John Osborn, CEO and President of the ad agency BBDO, was to “uncover the soul” behind your brand. (If you haven’t read it, you’ll want to hop on over to the post.) In other words, what is your mission? But, I didn’t mention that missing this one key ingredient can stop your content marketing in its tracks. That is a … [Read more...]
Did you ever wonder ... why your marketing content doesn't have the stamina and vitality it did when you first released it. What healthy choices have you made to breathe new life into not just one piece of content, but the entire strategy? It was back in 2010 when John Osborn, President and CEO of the ad agency BBDO, declared their new strategic plan for the future. They were … [Read more...]
In Part 1, we talked about the birth of creativeLIVE, the masters of LIVE eLearning for the Creative Industry and branching out into Business and Lifestyle. We also discussed the 3 biggest reasons they're different. Now let's dive into just how successful they are. People are overloaded with content, or are they really? Is it true that people too are inundated with information? Do they prefer … [Read more...]
Content has made a big splash in B2B marketing. But, it’s not just about the volume. It’s about the message too. Keep an open mind and let's explore 7 triggers that inspire buyers to buy.. More about me.
Connect With Me