Tag: b2b buying
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Stop Focusing on Customer Funnel and Start Creating Value
The focus on the customer funnel is misplaced. Content marketing has to create value for customers at every stage of the buying process.
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In a recession, do you prioritize marketing or sales?
Article in Brief (Reading time 5 mins.): While the jury is out on whether the US economy is headed for recession, businesses are sending signals that one could be imminent. In this blog post we consider the argument for changing the marketing vs. sales investment mix, review the data on how B2B buyers make purchase…
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Top 3 Influences on B2B Buying in Tech
Content marketing has taken center stage when it comes to how B2B buyers are evaluating vendors. We describe steps companies can take to create a strategy.