How to Turn the Content “Thermostat” Down

I finally justified to my wife why I bought $200 Nest thermostats a year ago… After receiving a heating bill that was double what we were expecting, I jumped into the metrics that Nest thermostats provide. Immediately I saw the problem… the heat was coming on repeatedly during the night (see Energy History below) during […]

3 Harsh Realities Every Marketer Faces When it Comes to Content… and How to Solve Them

Content is king… or so they say. But the hardest part is effectively measuring it’s return on investment. Whether you are in manufacturing, technology, healthcare, banking, or another industry, the problem is apparent. A recent study from Sirius Decisions states companies are spending tons of money on content; small companies – $175,000, medium companies – […]

Why FinServ Businesses Need To Rethink Content. Period.

As virtually every marketer has heard, producing great content helps drive awareness, builds trust with customers, and improves lead conversion. For FinServ, Content Marketing is critical to building relationships and trust, and helping to educate customers on what are often very complex product offerings. But, knowing WHAT to share out of all of the types […]

“Big Data” & “Big Content” are Sales & Marketing’s Best Friends

The demand for “big data” and “big content” to better acquire, retain, and cross-sell B2B customers is growing rapidly. Since 2010, most B2B companies have made significant investments in four core types of customer engagement platforms: CRM (e.g. Salesforce) Marketing automation (e.g. Eloqua, Marketo) Content management (e.g. Adobe) Social media (e.g. Linkedin) These platforms have […]

Killing Reps Softly with Customer Data and Marketing Content

As sales leaders, we spend a lot of our time trying to figure out how to make our sales teams more productive. Selling into the sales and marketing technology space, MarketBridge sees many of our clients and peers struggling to do the same. Through that observation, an interesting and counter-intuitive trend has emerged. In an […]

Content Personalization: 4 Things Every Marketer Needs to Know (Part 4)

The explosion of interest in predictive analytics in B2B sales and marketing is long overdue. Making up for lost time, the topic is quickly evolving from a narrow focus on targeting – exemplified by the profusion of companies specializing in lead scoring – to a more expansive view of analytics that includes content personalization. Simply […]

How to Leverage Personalized Content to Win the Deal: Part 5

In part 5 of the Digitally Enabled Sales Rep series, we’re discussing what has become the new currency in sales: content. Buyers are using content to support their decision making and to understand their options. In fact, 67% of the buying journey is complete before engaging with sales. Sales reps who can get ahead of […]

7 Critical Elements For a Winning Content Marketing Strategy

As a marketer today, you probably are doing some form of content marketing, whether you call it that or not. In formal terms, Content Marketing Institute defines content marketing as “a strategic marketing approach focused on creating and distributing valuable, relevant and consistent content to attract and retain a clearly-defined audience – and, ultimately, to […]

5 Analyses to Take Your Content Performance to the Next Level

What content pieces on my site are performing the best? What do we need to have on the site for visitors to come back? Why did this content go viral (and conversely, why didn’t this content go viral)? You’ve probably been on the giving or receiving end of these questions countless times. Even as companies […]

How to Leverage Content Marketing to Skyrocket Sales

You know what they say…content is king. Yet, we often hear a recurring question: “Can content marketing increase sales?” Luckily, the general answer is “yes!” Content marketing and sales go hand-in-hand because content can drive interested visitors to your site. The click-through rates show that many customers are interested in more than just the advice […]