Infographic: The Science of Creating Buyer Personas

Buyer personas are the first step to any effective content strategy. Personas are what will help you determine how to tailor content to your buyers. Customer data should be gathered from your own business intelligence as well as web analytics. Important metrics include: bounce rates, organic traffic, page traffic, leads

Content Mapping: Why It’s Important to Your B2B Buyer Personas

Did you know that 42% of B2B marketers publish new content multiple times per week? For some of you, that means new content daily. Many marketers "have fallen into this cycle of churning out as much content as possible, but is this really the right approach?" A couple reasons for

Mad Men No More— How Marketing Has Changed

Marketing tactics have evolved from a creativity-driven, “push” approach to a customer-driven “pull” paradigm. Buyers are not just passively consuming marketing messages—they are commenting, creating their own blogs and responding in ways that marketers cannot control. While this creates challenges for marketers who once had the stage to themselves, it

#BADMarketing on Billboards

We wonder if Brad received a lot of calls... #BADMarketing. Image: Courtesy of unbounce

Why Only One MarTech Tool Is Needed for B2B Content Management

How efficient is your B2B content marketing strategy? Seriously - take the time to ask yourself this and really think about. Here's why: "April 2015 research by Gleanster in association with Kapost found that, due to poor management and arduous processes, US B2Bs spent a total of $958 million annually

Why Marketers Need Full Funnel Planning to Win Customers

The volume and speed of marketing tactics and technologies that the modern marketer needs to stay on top of is pretty staggering. It can be a real challenge to keep track of this complex universe and still keep moving the needle. “How do you start to tie together very deliberately

Power Couple Alert: How Sales and Marketing Are More Successful Together [Infographic]

Relationship success isn't just for finding and keeping your significant other and making it down the aisle. The secrets to successful personal relationships can also be applied to maintaining successful business relationships. And there's no stronger potential "couple" than Sales and Marketing. Pardot created a Little Black Book of relationship

Best Practices on How to Optimize the Full Life Cycle of Global B2B Marketing

“If this was B2C you might just look at, ‘Well, I had a great ad and the customer went to the store and I had a very good retail associate that helped close the deal.’ B2B doesn’t work that way.” So says Wayne Morris, the Corporate Vice President of Marketing

Marketing Automation: How It Improves Content and Native Advertising

Content marketing and native advertising growth it set to outpace other marketing tactics over the next two years. "But first, marketers will have to deal with hurdles involving efficiency, measurement and targeting, which the rise of automated marketing technology (martech) could help resolve." Some of the barriers preventing marketers from

#BADMarketing from La Redoute

We know the French do things differently but there's something very wrong about this photo previously featured on the website and catalog of La Redoute, a French fashion chain (once you see it, you won't be able to un-see it). #BADMarketing Image: Courtesy of Adweek