by Jennifer Voisard | Jun 20, 2019 | 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 mindset, and you can apply the same thinking to your content strategy. As discussed in my...
by Cheryl Treleaven | Dec 19, 2018 | Content Strategy
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.” Influenced by Sun Tzu and coined by Sagefrog CEO and Co-founder Mark Schmukler, this quote...
by Jennifer Voisard | Sep 27, 2018 | Content Strategy
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 of DIY digital evaluation. And, study after study shows that the buyer/vendor gap...
by Kathy Baughman | Jun 29, 2018 | Content Strategy
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 discussions focus on how AI and machine learning will take content marketing to the next level...
by Cheryl Treleaven | Jun 12, 2018 | Content Strategy
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 journey which, in turn, informs their content, marketing and sales enablement plans....
by Kathy Baughman | Apr 20, 2018 | Content Strategy
The kick-off keynote at this year’s B2BMX Conference got everybody talking. Brian Solis, who focused on the humanization of B2B Marketing, made several interesting points. Most are summarized in this cartoon that he created. Solis emphasized the need to understand...
