Lead, Don’t Sell: What Michael Phelps Can Teach B2B Marketers about Content

michael phelps thought leadership content

In my role at TechTarget, I evaluate a lot of client assets. I look at it for quality of content, proper length, call to actions as well as stage in the buy cycle. What I find a lot of the time is that it’s easy and often very common for clients to create and heavy […]

Brand Retargeting (at a Cocktail Party)

Next time you are at a cocktail party and you meet someone new, try this: speak to them for a while, then go back up to them an hour later and introduce yourself again. Let me know how it goes… Standard Brand Messaging vs. Banner Retargeting Often I have clients who run the same standard brand […]

How do Marketers Evaluate Intent Data? Go to the Source

data sources bottled

There are many choices marketers have when it comes to data, but the truth is; data is only as good as its source. Understanding just how the data you possess is derived is key to understanding just how effective that data can be for you. “Bottled at the Source” Many bottled water companies will use […]

How to Become an Effective Multi-Channel Seller [Infographic]

multi-channel selling

In order to be successful in today’s competitive selling landscape, it is essential to leverage all of your selling channels to their fullest extent. This infographic provides B2B sales professionals with best practice advice on how to improve multi-channel selling and use data to better engage prospects and convert opportunities. Click here to download.

‘Go Green’ with Your Content Marketing

recycle content

Earth Day has just passed, and the big theme this year (and every year) was, of course, to recycle. And as I passed by sign after sign in my town leading up to our earth Day celebrations telling me to reuse and recycle, I couldn’t help but think that this too should be a theme […]

What is True Intent Data?

what is true intent data

Data. It is a word that has sparked a revolution in marketing. There are new categories being built, new marketing teams being assembled around data science, and for all you sports fans out there, executives are being hired by teams in completely different sports and leagues based on their ability to employ data and analytics. But why […]

3 Questions Your Content Must Answer for C-Level Executives

C-level marketing

As marketers, we are always trying to figure out how to position content and messaging to the C-Suite audience. Most content marketers assume that a specific content format is the silver bullet (e.g. “CMO’s love reading case studies!”). However, it’s not always just about content type, it’s also about messaging within the content. When looking […]

Using “Quality” Data for Lead Scoring: Why Your Own Data isn’t Enough

lead scoring

Scoring is more than just a number Lead scoring, the process and methodology of attributing a value to a lead based on a variety of factors and behaviors, is an essential aspect of B2B marketing today. Businesses have access to more data now than ever before, which should make lead scoring easy… right? Unfortunately, more […]

Why Marketers Must Develop In-Language Content for France (and Other European Regions)

in-language content strategy in France

Wait, the world isn’t fluent in English?  The nerve! Bonjour! Je m’appelle Byrony. Je suis Américaine. J’habite à Londres. 30 hours of French class this past couple of weeks and that’s about all I got. I actually looked up that I spelled American right for the feminine spelling because I wasn’t sure I was right. […]

How to Conduct an Effective Marketing Content Audit

marketing content audit image

In an online lead generation world, we talk a lot about content promotion as being a crucial element for success. However, it all starts with the content itself – your content is the best way to influence your readers. The IT space is a very competitive and fast-paced environment and more than 70% of the […]