The Best Way to Attract Buyers
We have all seen the reports and headlines—buyers are hungry for content. But not just any content. They want fact-based content. This is yet another reason why I believe that marketers must also be...
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Why You Don’t Need to Map Your Content to the Buyer’s Journey
Every year, one of my ITSMA colleagues asks me “Why don’t we have a chart like this?” The chart he is talking about shows which marketing delivery vehicles to use at each stage of the buying process....
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Why Thought Leadership, Not Sales Enablement, Should be Your Top Marketing...
Thought leadership—also known as marketing with ideas—is no longer optional. ITSMA research with buyers shows that thought leadership has become an integral part of the buying decision. Thought...
View ArticleSecrets Behind the Best Lead Generation Content
In a previous post, I showed that by focusing on thought leadership, marketers can enable sales. But marketers love their deliverables and want to know how to do this. What kinds of content and...
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Storytelling is Key to Effective B2B Marketing: What’s Your Story?
By Bev Burgess, SVP ITSMA Europe, burgess@itsma.com and Vincent Rousselet, VP Market Insight and Strategy, Amdocs When Tim Cook emerged onto the stage of the Flint Center for Performing Arts in...
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