B2B marketers have long struggled to demonstrate results along the complex path from a campaign investment, to a sales lead, to a closed revenue deal. Digital campaign channels make things…
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Attribution: The secret sauce of digital marketing
One thread that binds my career is top-of-funnel content. I’ve co-written two books on the importance of early-stage content and how to identify and capitalize on those opportunities. I’ve also…
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Back to the basics: a method for B2B success in 2018
If you are lost as to what you want to focus on in your B2B marketing in 2018 to exceed your growth goals, this video is for you. Garrett Mehrguth…
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Deepening B2B customer relationships with “the funnel beyond the funnel”
I’ve long observed that B2B marketers focus too much on lead generation, and not enough on current customer expansion and retention, which is, after all, where the bulk of profits…
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3 reasons to avoid Accelerated Mobile Pages (AMPs)
I often get asked about IBM‘s position on Accelerated Mobile Pages (AMPs). AMPs are mobile-first web pages that you submit to Google, so that it caches them for quicker load…
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Do you know why your content works?
Maybe that sounds like a silly question to some of you, but it is one that I have been asking my clients lately. It’s taken a decade, but many of…
Read More6 thorny data problems that vex B2B marketers, and how to solve them
Business-to-business marketers are plagued by data problems. Business data is complex and fast-changing. Customers interact with us through a variety of channels, and often provide us with conflicting information. Our…
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