Maximizing the impact of partners with better content

B2B companies are growing increasingly dependent on partners to improve customer success and drive growth. As products have gotten more complex and required more configuration, customers have needed more extensive consultation throughout the sales process. Partners fill an important gap by providing deep, specialized expertise and consultation to help customers select the best options.  But […]


Why storytelling matters more than ever in 2023

Storytelling often feels like a luxury for B2B marketers, something that’s better left to more experience-focused brands with bigger budgets and more time. But we know that isn’t true.  The B2B buying journey is the perfect use case for telling stories. When the process is long, many people are involved, and differentiation is complicated, a […]


Think small: Why micro-influencers are the perfect fit for B2B

The word “influencer” carries a lot of baggage.  When you ask someone to describe an influencer, it isn’t often a flattering portrait. It’s no wonder so many B2B marketers have brushed them off for so long. But the problem isn’t with influencers – it’s with how we define them.  All too often we equate “influencer” […]


The secret to a winning product demo? Make it personal

When most people think about product demos, the first words that come to mind are usually terms like “informative,” “how-to,” or “practical.”  But what if it was “personal”? At a time when more and more customers are not only seeking but expecting personalization, is there a way to make product demos – those one-size-fits-all, lower-funnel […]


Saying the quiet part out loud: Why anthem videos are your most important asset

By now, every marketer knows (or should know) the value of video at nearly every stage of the buyer’s journey. Videos are indispensable tools that deliver exceptional results, and we know them by many names: awareness, explainer, reference, walk-through, and on and on. However, of all the different types of videos, there is one that […]


Inflation frustration? Try pulling these content levers for relief

You’d be hard-pressed to find too many areas where the gut punch of generational inflation in the U.S. isn’t being felt—on the homefront and on the job. B2B marketing certainly isn’t immune to what’s taking place. As the price for goods and services continues to increase (creating a decline in purchasing power), the collective reaction […]


How to use stock libraries to differentiate your brand and communicate value

At Centerline, we’re fairly specialized in the types of companies we work with. Our focus on B2B tech means we’re familiar with a good portion of the companies we work with and their competitors even before we work together. It also means we see companies facing a lot of the same types of challenges and […]


The new and necessary breed of content… do you have it?

There’s a phrase muscling its way into the mix on the Big List of Marketing Buzzwords. It’s certainly not the No. 1 offender (and may never be), but its presence is increasingly hard to ignore. The phrase is “high-quality content.” And it’s a sneaky one. “High-quality content” is rather innocuous, hiding in both conversation and […]


The 4 types of sales enablement content you should be producing and why

Marketing and sales are codependent, even if the two teams don’t always act that way. To maximize their effectiveness, they must be integrated. The evolution of digital has only amplified that need. In a healthy program, the two functions align on which accounts to pursue, communicate their efforts, and share data to empower each other […]


The key to an internal agency’s success may be with an external partner

The past 10 years have seen a growing number of companies spinning up in-house teams to complement and/or replace their external agencies. Increasing competition combined with economic turmoil is driving them to look for more efficient ways of creating marketing content that generates results.  According to the In-House Agency Forum, over 72% of companies have […]


How B2B marketers should respond to privacy law changes

What’s Changing Tech giants like Google and Apple are part of a major ongoing shift in advertising to protect the privacy of individuals online by granting them more control over what data they share and how that data can be used. These changes come on the heels of increasingly stringent privacy laws (e.g., GDPR, CCPA, […]


5 B2B Marketing Trends You Need to Know

Would you believe 2021 was the advertising and marketing industry’s strongest year in the last decade? That may be hard to imagine; we all know last year in many ways felt like a global Groundhog Day—one in which the sudden and serious challenges that defined 2020 continued. However, recent B2B marketing trends research from the […]