Now that lead generation campaigns have become the main driver of B2B marketing for many companies, the question looms, "Should I outsource my content marketing or bring it in-house?"
When conducted correctly, a webinar can create a lot of opportunity for your sales team. However, webinars can be time-consuming to implement, particularly if you are creating the content for the first time. That’s why it is important to maximize...
Thought leadership is a mercurial currency. It’s subjective; though there are some measures we all rely upon — like the number of followers on social media or views on YouTube. Some thought leaders are widely acclaimed and acknowledged (think Simon...
As an entrepreneur, you know that the higher the return on assets your company has, the more valuable the business will be when it’s time to sell. Intangible assets can make your company a more solid investment if the buyer believes these assets...
What do you do with a 100-plus-year-old company after it changes from a consumer product manufacturer to a B2B company? Kodak had been fighting to reestablish itself as an expert in material science, imaging, photography and film. Its new customers?...
You’ve done your research, conducted interviews and identified a short list of content marketing agencies you’re interested in working with. Now it’s time to start asking more discerning questions so you can narrow the field and select a partner....
Picking an agency is a momentous decision and usually comes at a time of change in the organization. Maybe you are a new marketing leader, or there’s a new CEO who has a different vision. Or maybe you’re just not achieving your goals with the agency...
One of the themes at last fall’s INBOUND16 conference was that content marketing is getting harder to do—you need amazing content to generate interest in an increasingly saturated online and social media landscape. And to a certain extent, I think...
If you’ve been responsible for content marketing strategy in any way, you’re already familiar with the classic Quality vs. Quantity content debate. Marketers often frame it as a dichotomous question: Is it better to prioritize fewer pieces of...
Before inbound marketing became king, print advertising and physical direct mail dominated B2B lead generation. Up until about five years ago, most trade publications offered a reader service – or “bingo” – card in their magazines. Each advertiser...
