Blog | 01/28/2013
by Allan Maule
Pinning the Pain Point: How to Be Real Without Being Negative
Read Post
Industry Insights | 10/24/2011
On White Papers: Do they still Work?
The answer is yes. There are plenty of metrics to prove it, like: 83% of tech buyers say white papers were influential in their final purchase decision. But just as important is the channels by which you drive people to those white papers. Activation is as important as the content within them.
Read ArticleIndustry Insights | 06/23/2011
On B2B Marketing… Is It Dead?
Very much inline with our own take (http://www.centerline.net/blog/detail/?p=684), this post details some of the reasons marketers must stop thinking with an organizational psychology tilt, and must start thinking about the cognitive framework of individuals.
Read ArticleIndustry Insights | 04/07/2011
On the Myths of B2B Content Marketing
Don't be fooled in thinking that tweets make up a drive-to strategy and SEO is the most important reason to become a publisher of content. Content marketing isn't just another means to sell. You must understand how to compel audiences to click through to your content.
Read ArticleIndustry Insights | 04/05/2011
On Targeting Content to the B2B Buying Cycle
To create meaningful content, it's important to understand what buyers need during each stage of the buying cycle. There's a demand for content from pre-awareness all the way through post-sale. Each stage requires specific content.
Read ArticleIndustry Insights | 03/31/2011
On Overcoming Challenges In B2B Content Marketing
Content discovered organically (i.e. not pushed) at the right time is more powerful in terms of conversion than any ad will ever be. But with the longer B2B sales cycles and larger buying teams, B2B organizations need to create and deploy content that meets each customer organization’s unique buy...
Read ArticleIndustry Insights | 03/31/2011
On B2B Content Marketing Strategy
Lead management, marketing automation and content marketing are deeply intertwined. Content marketing is known as the architecture behind information exchanged with buyers before they are "sales ready." What's more important than prepping buyers to make a purchase?
Read Article