Does Your Company Have a Full-Funnel Content Strategy?

July 28, 2016 by Chuck Frey Do your sales and marketing teams have a full funnel content strategy – a process for moving your ideal prospects from awareness to consideration and acquisition? An effective content strategy isn’t just focused on inbound marketing – generating leads to fill the top of the sales funnel – which is where many B2B marketers …

Using Purpose-Driven Content to Create B2B Buyer Experiences

March 10, 2015 It’s no secret that the information pools that buyers can tap are overflowing. It’s time, however, that we start looking at the customer decision journey with a different perspective and begin focusing on purpose-driven content that creates distinguishing experiences for audiences. For the past few years, we’ve belabored the point that marketers need to map the customer …

Content Marketing and Sales Enablement: Can’t We All Just Get Along?

If content marketing is supposed to support the sales cycle, why are so many companies bad at it? Too many companies think the answer comes from the right marketing automation system or other technology that gets content in front of a customer or prospect. It’s not. It’s about sales and marketing not having walked the proverbial mile in each other’s …