Years of foundational marketing education has taught us to do (B2B) buyer journey mapping as a progressive linear path. Unfortunately, as marketing evolves, channels and consumption habits change, and an overwhelming amount of competing opportunities (aka other tech) arises, the path is no longer a path.
How To: Creating a Go-To-Market strategy
Having a clear Go-to-Market strategy is essential for successful launches and feature releases. How the process operates can vary from business to business, but will contain all if not most of the following pieces. This post covers who participates and what these strategies contain.
Hiring a Product Marketer
Product marketing can be a difficult role to fill. Knowing what their role within an org will be, what skills they should have, and what they will do, and how they will be measured are critical. This post will walk you through where to start.
How To: Build a Lead Management strategy
A clear lead management strategy is essential for any business who would like to have a scalable and measurable pipeline. This post walks through how to implement the basics so you don’t have to deal with untangling a Frankenstein of a data mess later on.
Pivoting your marketing in times of uncertainty
B2B marketers know that planning effective marketing campaigns take time and run long. So, what happens in terms of uncertainty? A pivot of course, but the big question remains: how?
Workshop: B2B Marketing Foundations
If you’re new to B2B marketing and/or looking to hire your first marketing hire for your business, you will need to grow your foundational knowledge in B2B marketing (hint: it’s not like B2C – although it has similar foundations). Read more on how to participate!
How to manage your PR Agency
Public Relations is an art. Those who do it either got it, or they really really don’t. The challenge is, good or bad, if you decide to use an external agency, you will have to manage them. If you don’t have experience doing this, you will more than likely not get the results you want.
B2B marketing metrics that matter
Marketing metrics are a dime a dozen. Conversion rates, CAC, marketing contribution, visits, followers – where do you start? It’s incredibly easy for a marketing organization to become overwhelmed by data fatigue. This post is designed to help you understand what the metrics are, how they can help your program, and help you focus.
How To: Creating a polished presentation – for the non-designer
Whether you’re using classic PowerPoint, collaborating in Slides, or even feeling a bit creative and using Keynote – well designed presentations can be difficult to pull off without a bit of design help, but definitely not impossible.