Rebecca Murtagh explains why integrated marcom is important in today’s digital marketing world. B2B marketing silos, often developed around marketing practice areas such as SEO and email marketing, must be eliminated if B2B marketers want to drive more sales. Learn more…

This B2B case study is one of the most compelling I’ve read, not only for the huge business it generated, but for the methodical and thoughtful approach that put the prospect’s needs first when creating content. Learn more…

Good B2B marketing communications shouldn’t feel like marketing. For B2B marketing communications professionals, the challenge is identifying the story behind all the technical specifications and producing content that tells the story. We still need to produce technical content, but do so within the context of a larger story. The larger story should engage our technical audience. Then leverage the technical content to justify the buying decision. Learn more…

For many B2B marketing communications teams, content marketing is in the “majority” phase of adoption. However, some B2B marketers question its effectiveness at driving leads and revenue. Here are five considerations aimed at creating more relevant content. Learn more…

Content marketing could be the nexus of sales and marketing. I often hear sales reps complain that what marcom creates doesn’t quite fit the need. Then along comes content marketing, with a specific goal—to provide content that nurtures and helps convert prospects in the sales funnel. Without input from sales, isn’t marcom creating one-size-fits-all B2B content? Learn more…

What should B2B marcom professionals be doing with their content marketing strategies, plans and tactics to be more successful? The B2B Content2Conversion conference discussed numerous ways B2B marketers can better leverage content to drive revenue. Here’s a summary of key issues B2B marcom face and how they can overcome them. Learn more…

It’s time for B2B copywriters to once again fine tune their copywriting skills to address the growing use of mobile devices to conduct searches. Headlines can be a challenge. But when you consider SEO and the conciseness required when writing headlines for mobile, headlines just became more challenging. Plus, they still have to perform well. These 3 tips can help B2B copywriters write high-performance headlines in less than 55 characters. Learn more…

For B2B marcom, LinkedIn groups can be a good source of leads as part of the B2B marketing communications mix and content marketing strategy. This post provides tips for resource-constrained B2B marcom teams on how to determine if a group is worth your time. Learn more…

Are you one of the 87 percent of B2B marketers who aren’t capitalizing on SlideShare to generate leads and boost search results? A BtoB Magazine survey shows that 80 percent of B2B marketers use LinkedIn, yet the same survey indicates that only 13 percent of B2B marketers use SlideShare, despite the fact that LinkedIn acquired SlideShare in May of 2012. B2B marcom professionals are missing an opportunity to quickly and easily drive search results and leads by leveraging their existing content in SlideShare. Learn more…

B2B integrated marketing communications can complement the Challenger Selling method. With more prospects in a complex B2B selling journey conducting their own fact finding prior to the sales reps involvement, B2B marcom teams must focus content on cultivating the initial relationship. Then, after the sales rep becomes involved, create content that supports the unique and often contrarian perspective of Challenger Selling. Learn more…