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 …

Digital Storytelling: Powerful Insights from 14 Top Experts

May 17, 2016 Storytelling is a skill that content marketers need to have, but it’s also something that they struggle with. Most marketers confuse digital storytelling with digital selling. There’s a big difference. Marketers who consistently tell a great story understand there’s a number of ways to tell a story through digital channels that give it dimension and make it …

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 …