Why You’re Missing the Biggest Lead Conversion Need and How to Fix It

January 5, 2017 by Carla Johnson People aren’t good with change. We like to think that we are. We say we’ll do it. But even when we’re pounded by evidence of what’s not working we keep trudging on with habitual tactics. Many leading analyst firms claim that buyers are 57 percent of the way through the buying cycle before they …

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 …

Sales and Marketing: Moving From Content to Conversations

September 16, 2014 Equipping B2B sales teams with the relevant content that helps them have long-term conversations with buyers is hard. Few marketers understand the strategy behind it and even fewer execute it well. It’s an area that’s vitally important to marketers and was the topic of a panel I moderated last week at Content Marketing World in Cleveland. I …

50 Statistics About B2B Sales and Marketing (Mis)Alignment

June 17, 2014 It’s hard to imagine a 2014 topic hotter than Jimmy Fallon right now. I mean, who would’ve imagined that lip syncing would have such a come back? But if there’s one, at least in the business world, it’s how to fix the chasm between sales and marketing so companies quit bleeding leads (qualified or not) and customers. Why …

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 …

The Financial ROI of Brand Storytelling

August 6, 2013 At the Society for Marketing Professional Services annual conference a few weeks ago in Orlando, people who attended my session asked me how to get executive buy-in on storytelling. My response? Talk to them in their language: money. Successful organizations of all sizes (Fortune 100 to small and medium size) are drawing on storytelling to bring their brands to life …

Is Your Content Marketing Scaleable?

One of the biggest struggles between sales and marketing stems from understanding what sales needs to turn a prospect into a customer and what marketing has the bandwidth to produce. It’s a battle that repeats itself regardless of company size or industry focus. To help remove some of the animosity from the relationship, it helps to have everyone on the …