HOW MULTI-GENERATIONAL INSIGHTS INFLUENCE THE B2B BUYING CENTER
There is a lot written about the impact of five generations in the workplace. Organizations of all sizes are trying to read the generational tea leaves to attract and retain...
BACK TO BASICS ON SOCIAL STRATEGY
Social strategy matters because it drives discoverability and engagement with your content across the buyer’s decision journey – from awareness through post-purchase loyalty....
Where Does Your Content Journey Lead?
Nothing speaks more to the need for understanding your buyer’s content journey than this: 70% of a purchase decision is made before talking to the company. At least that’s the...
TOPIC MODELING TIPS TO KEEP YOUR CONTENT RELEVANT
“Let’s create uninspired, irrelevant or self-serving content”– said no marketer ever. And yet, that’s exactly what we deliver at times. Why? Could be too little time to fill too...
Five Marketing Takeaways From 2019
What big marketing trends of 2019 have come to fruition? Are chatbots taking over the internet? It sure seems like it. Who owns digital transformation? Survey says…IT. What is a...
Lessons Learned: Apply a Customer-Centric Framework to Content Strategy
What does it mean to be customer-centric? It means an organization’s approach to business is designed to create a positive experience for the customer. Customer-centricity is a...
Resolve to be customer-centric in 2019
For years, companies have embraced conceptually the need for customer-centricity. A key, but tricky marketing trend in B2B is applying that concept to content strategy. ComBlu is...
4 Trending B2B Marketing Strategies (Not Tactics) for 2019
This post was originally written by Mark Schmukler on the Marketing Insider Group blog. “Strategy without tactics is a daydream; tactics without strategy is a nightmare.”...
Is Your CX Transformation a Culture-Obsessed Quantum Change or a Hologram?
This post was written by ComBlu partner Steven Keith, Founder of CX Pilots. Leaders of professional services firms who are tasked with implementing CX programs are often looking...
Marketing Strategists: What Levers Should you Pull in 2019?
Look at B2B marketers’ new normal: Buying Centers are officially gatekeepers to the C-Suite. Most B2B buyers have opted out of the traditional sales and marketing funnel in favor...
#NEVERFORGET – HOW COULD WE?
As I watched the news this morning, I was moved by the families reciting the names of the 2977 lost this day in 2001. For them, #neverforget is painfully real. Since that fateful...
THE HITCHHIKER’S GUIDE TO A CONTENT JOURNEY 2: THE BUYING CENTER AT THE END OF THE UNIVERSE
This post has been republished on September 4, 2018. In the few years since I wrote the Hitchhiker’s Guide to a Content Journey, the gap between B2B vendor content and buyer...
The Origin of the Press Release…Who Knew?
Recently, during my daily morning monitoring, I stumbled across an article that spoke of The Origin of the Press Release. Thirty plus years into my career and after writing at...
Elevating the Content Conversation
The one thing that is constant in our work is this: we repeatedly hear the same challenges and issues that organizations face when trying to scale content strategy. Recent...
Putting Personas in Perspective
Done well, buyer personas can be fundamental to understanding your prospective customers. Marketers typically build these archetypal profiles for insights on the buyer’s decision...