Diary of a Content Pimp 2 – Goals, Metrics & Fears
So this is the post where we tell you what we hope to achieve from the Content Marketing Strategy Checklist campaign. The word ‘campaign’ almost seems quaint in the era of continuous content marketing...
View ArticleB2B marketers: denial is not a strategy
We’re a good few years into the B2B marketing revolution. But for most B2B companies, marketing budgets and strategies are still based on the old principles and practices, fueled by some serious...
View Article19 verbs that help to build your new marketing team
“If we’re going to take advantage of this lead nurturing thing, we probably need to look at our marketing team. Any thoughts on the right the shape, structure and reporting lines we should implement?...
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Content marketing: get the Innovator’s Dividend
I hate to say this, but marketers do tend to exhibit herd behavior just when they should be romping off on their own, inventing stuff. When something new and exciting hits, too many of us are apt to...
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The B2B Content Marketing Workbook
Your prospects are being buffeted by a firehose of information. If you’re hoping to win their attention, you’d better be prepared to earn it. Content Marketing is your way to cut through the noise and...
View ArticleIrresistible Content for Immovable Prospects
Marketers tend to spend a lot of time thinking about why prospects should buy our stuff and very little time analysing all the reasons they shouldn’t. In this, our latest slide-a-palooza, we attack the...
View ArticleHundreds trapped in MOFU hell
The B2B marketing community was rocked by yet another MOFU scandal today as 246 unwitting enterprise software prospects were left stranded in the middle of a lead nurturing funnel. The funnel, operated...
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BrightInfo Review: Grab anonymous visitors before they bugger off
You know those pop-ups that, well, pop up and make you an offer when you’re about to leave a website? Well they always bothered me. They feel kind of desperate or crassly self-serving, like the...
View ArticleWhy ideal prospects are the only prospects that matter
I’ve been seeing a lot of ‘Mega-Influencer Roundups’ that ask the question, “What single thing would make the biggest difference to every B2B marketing strategy?”. None of them have asked me yet, so...
View ArticleIs B2B content marketing jumping the shark?
‘Jumping the shark’ is one of my favourite expressions. Wikipedia tells us it means “the moment in the evolution of a television show when it begins a decline in quality that is beyond recovery. The...
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