Clarifying the B2B Customer Journey: Strategies for Success in Google's Messy Middle

Discover how to guide B2B buyers through the chaotic 'messy middle' phase towards confident purchasing decisions, leveraging insights from Google.

Marketing StrategyIan Kirk10 January 2024Content MarketingComment

Eight Pillars of Strategic B2B Content Marketing

Break through common content marketing barriers to achieve greater strategic alignment, performance management and audience resonance.

Content MarketingIan Kirk3 January 2024Content MarketingComment

B2B Content Marketing Priorities: Creativity, Performance, and (Artificial) Intelligence

2023 confirmed the rise of AI in marketing, but also showed that human creativity and storytelling remain essential to cutting through the noise.

Content MarketingIan Kirk27 December 2023Marketing Automation, LinkedIn, Engaging Content, Content Marketing, PPCComment

Brand and Performance Marketing: The Key to Sustained B2B Growth

Contrary to popular belief, branding and performance marketing aren’t incompatible. The success of your marketing strategy may depend on your ability to integrate them. Here’s a look at what you need to know.

Marketing StrategyIan Kirk20 December 2023Campaign PlanningComment

How to Use Subject Matter Experts to Differentiate B2B Content

Subject matter experts can provide insights and information that enhance your B2B content marketing. Choosing the right experts and leveraging their knowledge expands your reach and increases audience engagement.

Marketing Strategy, Content MarketingIan Kirk13 December 2023Content Marketing, 2023 Top ArticlesComment

How B2B Sales Enablement Content Delivers Better Conversion Rates, Relationships and Growth

Sales and marketing teams can transform their sales enablement strategy by working together to understand the complexities of the modern buyer's non-linear, self-directed customer journey.

Is Your Organization Ready for the New Era of Generative AI Adoption?

Generative AI tools are set to transform business productivity and efficiency. Is your B2B organisation ready to harness the potential while safeguarding your brand?

Marketing StrategyIan Kirk29 November 2023Content Marketing, Marketing Automation, 2023 Top ArticlesComment

Boost B2B Marketing Success With Customer Journey Orchestration

Customer journey orchestration in B2B marketing drives personalized, data-driven strategies for better customer engagement.

Customer ExperienceIan Kirk22 November 2023Engaging ContentComment

How to Identify and Prioritize Leads: A Guide for B2B Marketers

Lead qualification helps you discover which prospects are most likely to become paying customers. Content creation and marketing automation solutions, including lead scoring, simplify the qualification process. You’ll move prospects through your sales funnel more quickly and close more deals by developing a qualification strategy.

Marketing AutomationIan Kirk15 November 2023Marketing AutomationComment

Content Creation Meets AI: The Path to Faster, Better B2B Marketing

Used well with human intelligence, Artificial Intelligence can streamline content workflows, unlock creativity, and take your B2B content marketing to new heights of innovation and impact

Content MarketingIan Kirk8 November 2023Engaging ContentComment

Meeting B2B Buyers in the Micro-Moments that Matter

Micro-moments are transforming B2B marketing. They represent new opportunities to connect through relevant, contextual experiences. Learn what micro-moments are and strategies to master real-time engagement and deliver value when B2B buyers need it most.

Customer ExperienceIan Kirk1 November 2023Engaging Content, Marketing Automation, Content MarketingComment

The Art of Ethical Influence: B2B Buyer Psychology in Inbound Marketing

Understanding how your customers really think is a huge part of any successful digital marketing strategy. Here we’ll dive into B2B-focused consumer psychology, as well as explore how digital-age marketers can ethically use it to craft more effective campaigns.

Marketing StrategyIan Kirk25 October 2023Content Marketing, Campaign PlanningComment

Micro-Influencers in B2B Marketing: Learning from Adobe Creative Cloud

Micro-influencers are gaining traction in B2B marketing. Explore how niche experts lend credibility and deliver ROI through strategic partnerships.

Social MarketingIan Kirk18 October 2023Creative Talent, Engaging ContentComment

How Your B2B Content Strategy Can Take Advantage of Google's Helpful Content Update

Embrace the change brought by Google's latest algorithm update. Explore our comprehensive guide designed for B2B marketers, setting out strategies to ensure your content remains both visible and valuable in the eyes of Google and your audience.

Content MarketingIan Kirk11 October 2023Content MarketingComment

Account Based Marketing: The Evidence You Need to Support Your B2B Strategy

Account-based marketing enables companies to focus their resources and efforts on a select group of target accounts, tailoring personalised marketing campaigns to engage and convert high-value prospects more effectively. Our research round-up gives you the stats you need to argue for greater investment in this impactful strategy.

Account Based MarketingIan Kirk4 October 2023Campaign PlanningComment

Can Adobe Firefly Enhance Creativity With Ethical Generative AI?

Adobe Firefly brings AI creativity to life, but ethical concerns linger. We explore whether Adobe's ambitious generative AI tool can enhance creativity without controversy as it moves from promise to reality.

Content MarketingIan Kirk27 September 2023Content Marketing, Marketing Automation, 2023 Top ArticlesComment

Create an Information Advantage in Your B2B Account-Based Marketing

Company research based on account intelligence will ensure your B2B account-based marketing strategy succeeds. Discover how to get all the benefits of ABM and improve efficiency within your marketing, sales, and customer success teams.

Account Based MarketingIan Kirk20 September 2023Campaign PlanningComment

Burning Platforms? A B2B Marketer's Guide to Social Media Volatility

As some social media platforms becomes 'burning platforms,' how should B2B marketers adapt? Discover strategies that help you remain agile in uncertain times.

Social MarketingIan Kirk13 September 2023LinkedIn, Engaging Content, HashtagsComment