What’s faster than a squirrel with a nice big nut in its sights? Other than Volkswagens (I really did try to stop) and ambitious dogs, the Internet comes to mind. Last week we tackled the sad truth about B2B content: most of it (60-70%) goes unused by sales teams. There a few reasons for this, […]
Why Sales Doesn't Use Most Marketing Content
If you have read the venerable children’s book, Paddle to the Sea, then you can understand how frustrating it can be to get a piece of content out the door. In Paddle, a boy carves a wooden guy in a canoe and releases it. The book tells the tale of the carving’s trip down rivers, […]
Hook, Line & Whitepaper: Why Content Needs to Know Its Place
I’m not sure why content is suddenly all that. Good B2B marketers have been flinging whitepapers, worksheets, calculators and webinars into the ether for years. I suppose we like content again because now we can measure the stuff we previously guessed at, like who reads it, how they got it and how they ended up […]
B2B Marketers Need to Pay More Attention to HR Trends
I have never read a romance novel because I’m fairly sure I won’t like it, and I can see plenty of heaving bosoms at soccer any old time. Until recently, I had never read a human resources book, on the general assumption that it would have to do with team-building exercises, being nice to the […]
Eight Links and A Translation
A holiday weekend beckons, so it’s time to share some great and not-so-great links to go with that maple syrup margarita you’re working on for Canada Day. But First, A Translation! Stop me if you’ve heard this: Client: What does lorem ipsum dolor mean? You: Nothing. It’s just dummy text to show you how the piece […]
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