Churning out blog posts isn't enough any more — Google rewards longer, deeper, well-planned content, and a serious content plan takes four to six months to show results. Here are the B2B content marketing tips that have worked for our clients: keyword discipline, pillar posts, the characteristics of Google-friendly content, and the do's and don'ts of downloadables.
The buyer's journey and the digital marketing funnel get used interchangeably — they shouldn't be, and the confusion costs you. The journey is what the buyer does; the funnel is what you do about it. Here's the side-by-side, then a stage-by-stage walk-through of the digital marketing funnel — awareness, consideration, decision, loyalty, advocacy — with the assets and metrics each stage needs.
Without a buyer's journey, your B2B marketing is essentially guessing — what prospects want at the top of funnel versus the bottom is a different problem, and treating them the same gets neither right. Here's how to build an accurate buyer's journey for your business, starting with the buyer persona, walking through awareness, consideration and decision, and lining each stage up with the seven typical pre-purchase touch-points.
MQL gets thrown around in B2B marketing circles with very little practical advice on what an MQL actually is in your business — or what to do with one once you've identified it. Here's a working definition (three explicit criteria), how to identify MQLs from your inbound traffic, and the scoring and handover process that converts them into pipeline instead of clutter.
There are thousands of possible survey questions, but only three types that actually do work for the business — outcome, attribute, and how-to-improve. Get one wrong or skip one and the data doesn't drive action. Here's each type explained, with 149 real-world question samples to draw from.
Transactional NPS is just two questions — but the way you collect the responses changes the response rate by 5x. Outbound phone, inbound IVR, email, web; each has its case and its trap. Here's the comparison across the main collection channels, and the criteria (timely, frequent, low-touch) that pick the winner for your touchpoint.