You’ve implemented your shiny new marketing automation (Marketo, Pardot, HubSpot, or some similar tool). As part of the demand-gen effort, you’ve built personas for the purchasers and influencers involved in your buyer’s journey. You’ve created lead-generation campaigns and assets to capture and incubate leads.
You have to get up pretty early to outsmart the competition with content these days. And that often means finding clever ways to deliver your message on smartphones and tablets, as well as the venerable laptop. The challenge for marketers is to connect with customers
TDA and IBM: Turning B2B content marketing into a game
Your customers and prospects are barraged with calls, emails, social media posts, and other attempts to connect all day long. How will your content marketing assets attract their attention and keep it long enough to get
TDA and IBM: Conducting a choir of individual voices
Many organizations strive to maintain a single, consistent style and voice across content marketing projects. Achieving that goal can be challenging: marketing teams often must integrate a variety of ideas, create a unified message, and then convey
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