B2B Marketing

At the B2B Marketing Academy, we’re on a kick to provide powerfully practical marketing advice. Friends, readers, and colleagues have told us that they appreciate the way we identify high quality resources, tools, and ideas for B2B marketers. Today, our spotlight turns to account based marketing (ABM). If you’ve practiced B2B marketing for long, you’ve no doubt talked about or tried this. It’s a […]

Do you need good prospect and customer research to improve lead generation, content marketing, and sales impact? I was talking to a good friend the other day. She’s a top-notch product marketing leader. We were comparing notes on how to keep product marketers close to customers. This is critical to a product marketer’s credibility. In my view, the 1st commandment of product marketing is […]

How Coffee Drove This Creative Lady in a New Direction Tarah Speck is a Swiss army knife of a marketer. Creative, visionary, and hardworking—she’s been a content marketer, digital marketer, and product marketer. That makes for a refreshingly unique perspective. Here’s a peek into her marketing journey. She offers great insights into what marketing metrics measure success and a compelling prediction about the evolution […]

Why Haven’t We All Moved to Customer-Focused Content Yet?   One of the most common habits in B2B marketing is to focus on why you love your cool products. I hope you do! Your passion and innovation are what make your story interesting. Also, in the era of fake news—people care even more about why you do what you do.   The Siren Call of […]

Customer experience (CX) is what sets the best B2B brands apart. Marketers increasingly lead the charge in aligning brand strategy and customer targeting with customer experience design. It’s a hard craft. There’s a lot of hype to wade through to find good CX content. Having slogged through a lot of articles, I’ve found these particularly useful articles and sites. Written by real practitioners, these content pieces are for […]

Peg & I are big fans of B2B marketing, as you can tell from visiting our site. One of the things we enjoy the most is connecting with other inspired practitioners of the “craft” of marketing. To shine a spotlight on people we admire, we’ve assembled a list of favorite B2B brands and people who blog. We’ve purposefully included some hidden gems along with some of […]

Innovative B2B marketers are fluent in newer digital and content marketing practices. We’re constantly adding a new spin to classic tactics. And, we’re grooving on the opportunity to entertain and engage customers as we find the great story in our B2B solutions and people. This makes it fun and keeps the craft interesting. But what’s new can be hard. And noise levels are increasing […]

‘Content Marketing’ Is a Bit of a Facade Marketing has always been about content. As a concept, content marketing is fun and incredibly useful. It helps marketers teach non-marketers the facts of life. People buy products from people who make them. The story of why, what for, and how…it all matters for B2B buyers. In a digital age, the conversation takes place using content […]