Tag: content marketing
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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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Getting Your Marketing Ready for Recession
The S&P 500 has declined 24% this year (at time of this post) and has hit levels not seen since November 2020. That might sound pretty bad but the relevant question for business is always what do sharp market movements mean for how they operate and should they be doing anything differently now to prepare…
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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.