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Category Archives: Blog

3 Simple Approaches to Improve Content Performance

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Remember the days when the marketing function was personified by Don Draper-esque creative types whose responsibilities were to deploy their imaginative genius to shape the perception and image of a brand? Well, those days are gone. Sure, that’s still part of marketing’s role. In fact, with the growth of content marketing, creativity and storytelling might […]

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Recommend Sales Enablement
Content that Performs

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If you’re like most sales enablement and marketing organizations you produce a lot of content. And you’ve likely seen the – sobering – statistic that 70% of content never gets used. In previous posts I looked into the 70% from the perspective of ensuring that sales people can discover relevant content. But a feature from […]

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5 Keys to a Successful Product Launch Most Marketers Forget

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You’ve prepared your product launch for weeks. Careful market analysis led to a great business plan. The business plan was put into effect with a ready-to-ship product. Your marketing plan took shape, and you’re ready to unleash your marketing and tell the world! Press release? Check. Social strategy? Tweet. Marketing content update? Check. But if […]

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Can You Identify Your Company’s Content Marketing Gaps?

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When MarketingProfs and the Content Marketing Institute released its “B2B Content Marketing: 2014 Budgets, Benchmarks, and Trends” report, the survey revealed an incredible – if not totally unsurprising – statistic: Currently, more than 93 percent of B2B companies are using content marketing. A recent eMarketer report published similar data, but also found that nearly two-thirds […]

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Lip Service or Core Strategy: Is Your Business Really Committed to Sales Enablement?

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Despite many B2B companies beginning to buy into the modern belief that every team in an organization plays a role in revenue generation, many non-sales functions continue to scoff at the idea. To them, sales enablement is a buzzword – a trendy initiative being forced down their throats by management that, in time, will ultimately […]

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