B2B Knowledgebases – Content & User Interface

In future, customer knowledgebases could play a crucial role in cultivating robust and well-informed relationships between B2B businesses and their customers. They may increase customer retention and sales opportunities. In this post, we discuss how to tailor content within these knowledgebases to...

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Customisable Knowledgebases – An Overview

In a previous post, we stated the obvious. A business needs to service the information needs of existing customers. It needs to generate awareness in the marketplace of a product or service. It needs to educate and from those in market, it needs an in – a sales lead. We then went on to discuss...

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Information Delivery – Current Challenges, Future Trends

In B2B markets, it is increasingly difficult to deliver information to a target audience online. In this article, we discuss how we reached this point and how the rise of AI-based tools and ChatGPT will make the task even harder. We end by exploring some potential solutions. Information Delivery -...

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Comparing Demand Generation With ABM and Inbound Marketing

We often see confusion over what is (and what is not) demand generation and how it compares to Account Based Marketing and Inbound marketing. Understanding the differences between these strategies is essential if businesses are to make informed decisions and optimise their marketing efforts. In...

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Value Based Selling In B2B Markets

B2B companies face a significant challenge in differentiating themselves from their competitors. One solution is to employ a value-based selling approach, focused on identifying and delivering unique value to customers. In this post, we define value-based selling. We describe its benefits, the fit...

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AI Generated Content Policy

Before diving into the details, let’s make it clear. There is not, and never will be any AI generated content on this site. That is, and will remain, our AI generated content policy. The reason is simple. Thanks to Nassim Taleb for the following:   The Turing test A computer can be said to be...

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B2B Key Account Sales and Marketing – What’s Changed?

What has fundamentally changed in the key account sales and marketing process over the last 25 years? Very little, I suggest, except content delivery methods. There are many buzzwords (including Account Based Marketing and Enterprise sales), but they describe a process that goes back decades....

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From Content Strategy To Content Plan

It’s a sad fact many businesses have invested significant resources in producing content and seen little return. Without a clear structure moving from content strategy to content plan, the process is destined to fail. Content marketing is hard. Generating an appropriate ROI is hard. The spray and...

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Research Based Content – Stand Out From The Crowd

The web is saturated with content. Much of it is little more than a basic overview of a subject re-purposed into a multitude of forms. Research based content delivers a distinct advantage, but delivering that content is a major issue. The costs of prospect focussed content production are low. If...

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Content Personalisation For Account Based Selling

Personalisation of content for an identified prospect is a major challenge for account based marketers. Different members of the customers decision making team need different information (content) at different points in the sales cycle. Sales need to identify roadblocks to progress and deliver...

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Delivering Marketing Support For Enterprise Sales

Enterprise sales is a process designed to secure high-value contracts from major customers. As contracts can be high value and multi-year, some businesses rely on the occasional major contract win. This is a high (financial) risk strategy. Enterprise sales cycles are long and resource intensive....

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